Sociální sítě jako marketingový nástroj vůči Generaci Y

Main aim of this work is to identify and describe new forms of social media, its advertising and marketing tools. Summarize theoretical knowledge of marketing communication on the internet and on social networks. To understand Generation Yers attitude towards social media marketing and to show how this form of marketing tool has an impact on users of social networking itself. With the first chapter, readers will be familiar with social media communication tools, mobile and online social networks, like Facebook, Twitter and LinkedIn. Also communication and branding on social media, and new social media trends will be presented in the first chapter. Following the chapter focuses on social networks just as a tool. The second chapter will cover Generation Y/ Millennials. In this chapter will be introduced Yers characteristics, expectations, influences, values, their attitude to marketing communication and their attitude to branding. Besides the theoretical part of this work there will be also included a practical part, which will be presented during a marketing survey. This survey will be conducted by using the social network and should demonstrate how social media affects their social networking users and their position to social media as a marketing tool.