Abstract:

The study was conducted with the aim to examine what university students in the Czech Republic do on their computers during class and leisure time. In the study a sample of 512 students from three Czech universities completed a survey measuring their behavior related to using computers for learning as well as other activities. This study presents the results of the questioning focused on advertising and communication with brands on Facebook. The findings suggest that positive influence of a particular brand’s social network website (in this case on Facebook) depends namely on the user’s connection to Facebook. In other words, on-line activity of students positively affects brand awareness promoted by companies on Facebook. The findings thus provide practical managerial suggestions to marketers as well as theoretical implications for future studies focused on Facebook.