Analysis of communication of alcohol producers on social media

The diploma thesis "Analysis of communication of alcohol producers on social media" deals with marketing communication of alcohol producers on social media. Examines the period from 1/1/2020 to 12/31/2021. The thesis aims to map the marketing communication of alcohol producers on social media in depth, and at the same time to create a sufficiently broad context in which the results can be presented. The topic of alcohol marketing on social media is currently important because it can contribute to the formation of alcohol habits or create obstacles for alcohol consumers who are trying to reduce their consumption. The first part of the thesis establishes the theoretical basis of marketing on social media and legal regulations on alcohol advertisements. The second part of the thesis contains mixed research, which includes both quantitative and qualitative research methods. The results of each method are first interpreted separately and then the results of both researches are combined in the conclusion and presented together.