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Marketing and business models in the online social network
 PERZL, Tomáš
This diploma thesis deals with internet marketing, more specifically so-called social media marketing. The theoretical part begins with description of nowadays social media marketing principles and also focuses on what should be the natural responsibility of society, which is spending time on those platforms. It also explains current goals and direct of the social media marketing. The practical part is based on two real world examples of social media profiles. One is focused on helping local business during the Co-VID19 pandemic shutdown in the non-profit way. The second one is about opening a business opportunity by creating account on the social media, which is focused on traveling across the region of South Bohemia. The goal is to describe how to create a profile on social media, what are the differences between managing Facebook or Instagram page, how does the algorithms work and also how much does it cost to build a big social media profile. This diploma thesis also focuses on how it is possible to earn on marketing happening on social media via shared content and paid partnership with brands.
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