University of Economics, Prague Faculty of Business Administration
Bachelor's thesis evaluation by the supervisor
Title of the Bachelor's thesis:
Author of the Bachelor's thesis:
Objectives of the Bachelor's thesis:
Criteria (max. 10 points per category) Points awarded
1. The objectives of the thesis are evident and accomplished 9
2. Demands on the acquisition of additional knowledge or skills 9
3. Adequacy and the way of the methods used 10
4. Depth and relevance of the analysis in relation to objectives 8
5. Making use of literature/other resources, citing 9
6. The thesis is a well-organised logical whole 10
7. Linguistic and terminological level 8
8. Formal layout and requirements, extent 9
9. Originality, i.e. it is produced by the student 10
10. Practical/theoretical relevance/applicability 8
Total score in points (max 100) 90
Final grading Excellent (1)
Overall evaluation and questions to be answered in the course of the defense:
Name of the Bachelor's thesis supervisor:
Occupation of the Bachelor's thesis supervisor:
January 31, 2021
Signature of the Bachelor's thesis supervisor
Social Media Marketing on Facebook and Its Contribution to Sports Brands
Taim Alachkar
To evaluate the communication strategy on Facebook followed by major sports brands based on identification the posting habits and the classification of posts of major sports brands on Facebook for their worldwide pages. To find out if specific type of posts leads to more level of engagement than other categories among the classification of posts with providing reasons for that. Secondary goal is to identify perception international Facebook users.
E V A L U A T I O N O F T H E B A C H E L O R ' S T H E S I S
The bachelor's thesis deals with the popular topic of social media. It focuses on the communication of selected sports brands on the social network Facebook. The theoretical part first deals with the specifics of communication on social media, the choice of platforms and the benefits of the brand's presence on social media. The second chapter aptly summarizes the existing knowledge on the approaches used in communication on social media for sports brands. The core of the research lies in the content analysis of the posts of selected sports brands. The author focused on their global profiles. The author used the recommended procedure by Unimetric for calculating the total engagement using the weighing of individual types of reactions.
In the practical part, the profiles of the examined brands are presented in more detail. The author does not neglect the important view of the brands' subaccounts and profiles of the most famous athletes who are associated with these brands. The content analysis of FB posts is relatively detailed and focuses on a number of possible aspects of brand communication. The author supplemented the results of the content analysis with some user insights based on the focus group. The results of both researches could be more interconnected in the discussion. The author suggests some useful recommendations for practice.
The thesis meets all the formal requirements.
1) “News” categories came in the top three most important categories for almost most of the focus group. This is in line with the level of engagement of this category found in the content analysis. How do you explain the fact that Adidas does not use this category of posts at all?
2) In your opinion, should the global Facebook page function as a separate entity or, conversely, be linked to the brand's national pages? Explain.
doc. Ing. Václav Stříteský, Ph.D.
Department of marketing, FBA, VŠE
