Úloha a role sociální sítě a její vliv na volební preference

The objective of this bachelor thesis is the analysis of political parties' perception of the important role of social networks and its impact on the parliamentary elections 2013. The focus of this thesis is primarily on election campaigns and comparison of political parties in terms of campaign efficiency. Research was performed as structured interviews with representatives of eight most successful parties according to the parliamentary election 2013 results. The interviews provide comprehensive insight into the issue and reveals methods of efficiency measuring. Empirical measurement of internal data results in comparison of efficiency of campaigns via social networks of chosen political parties. The thesis proves social networks role as important tools of political promotion. Finally the findings of social networks management are summarized together with efficiency comparison results.