PŘÍPADOVÁ STUDIE UŽITÍ TWITTERU PRO PROPAGACI: KORELACE MEZI MNOŽSTVÍM ZVEŘEJNĚNÝCH TWEETŮ A ZPĚTNOU VAZBOU OD UŽIVATELŮ TWITTERU.

The aim of this paper is to compare the number of tweets from Vodafone Company against a group of user, who speak about Vodafone in order to determine whether there is a link between the number of tweets published by Vodafone and communication volume (buzz) on Vodafone via Twitter - online social networking and microblogging service. After the initial definition of the conceptual framework of this project, where the issue of Twitter as a tool for (marketing) communication is presented and its use in the world with a focus on the Czech Republic, the results of author's quantitative research are presented and discussed. [ABSTRACT FROM AUTHOR]