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Strategic brand management in social networks
 Zinchenko, Yulia ; Kašparová, Eva (advisor) ; Chládová, Martina (referee)
In my bachelor thesis I tried to describe the possibility of the brand support and strategic management in social networks. The theoretical part describes the psychological aspects of the popularity of social networking and includes several studies describing the psychological portrait of the potential users of social networks, which could help companies to understand who belongs to their target group in case of using social networking as a marketing tool. The thesis includes analysys of the social networking environment, so that czech companies of different sizes could understand the use of its potential. The questionnaire, which subject is the use of the social networking environment by companies for commercial purposes, is salso included in the practical part of the thesis. The answers are provided by the representative of Communications and Marketing Department at GE Money Bank Czech Republic, Mr. Jan Vyšehradský. The theoretical part and the example of GE Money Bank describe why it is appropriate to use social networking as a marketing tool, and what results from it can be expected. The main idea of the practical part of the thesis is creating a strategic plan that may be used as a guide to Czech entrepreneurs for establishing, evaluating and managing corporate pages in social networks such as Facebook.
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