Evaluace komunikace vybraných kosmetických značek na sociálních médiích

Abstract

The conducted research is focused on the evaluation of the communication of selected Czech cosmetic brands on social media. Social media have become a widely used communication tool in recent years and people are spending more and more time on the Internet. Companies try to influence the customer not only in the real world, but also in the virtual one. Today, corporate communication on social media is crucial. The main goal is to analyze and evaluate the communication of selected brands on social media. The research used content analysis and evaluate the effectiveness of communication of selected cosmetic brands on social media. The results of this research could help to cosmetic brands to improve their marketing communication on social media.