The theme of the final qualification work: "Marketing in social networks and its contribution to the development of a sports brand". This master's thesis aims to evaluate the social media communication strategy followed by major sports brands. In particular, to create a classification of posts and determine which categories support the highest level of engagement. In addition, provide a comparison of the goals for each type of post used to communicate with followers of selected major brands in the industry and evaluate the impact of these posts on brand followers. The secondary goal of this master's thesis is to determine how these practices affect international social media users. The main research method for data collection was an intensive content analysis of the last 100 posts each brand posted on their main global Facebook page. Apart from these findings, there are several observations related to this topic. These observations, as well as the research results, pave the way for a more extensive qualitative study of this phenomenon and give the researcher the opportunity to offer recommendations for sports brand communication using social media.

The subject of the graduate qualification work is “Social Media Marketing and Its Contribution to Sports Brands”. This Master's thesis aims to evaluate the communication strategy on social media followed by major sports brands. More specifically, to construct a classification for posts, and identify which categories maintain the highest level of engagement. Furthermore, to provide a comparison of the purpose for each type of posts used to communicate with followers by the chosen major brands in the industry and assess the impact of these posts on the followers of the brands. A secondary aim of this master's thesis is to identify how these methods are affecting international social media users. The core research method to collect data, was an intensive content analysis on the last 100 posts published by each brand on their main worldwide Facebook page. Apart from these findings, there are several observations related to the topic. These observations as well as findings from research pave the way for more extensive qualitative research of this phenomenon and gives the opportunity for the researcher to suggest recommendations for the communication of sports brands using social media.