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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.

Social media provide many benefits to its users, but with their use, people also face many risks. In this paper, the authors focus on these risks and, using two methods, a questionnaire survey and a focus group, research of the target group is conducted. The aim of this research is to learn whether the research participants feel safe on social media and whether they know the risks that may affect them or their close ones. At the end of the paper, there are recommendations and preventive measures that could help to minimize the exposure of users to these risks.