KRAHULCOVÁ, Eliška: Perception of advertising on social media [Diploma thesis]; Technical university in Zvolen, Department of marketing, trade and world forestry. The head of the thesis: Ing. Michal Dzian, PhD, 68 p., Zvolen 2019. Qualification degree: Engineer.The main goal of this diploma thesis is to analyze, how respondents perceive advertising on social media. The submitted thesis consists of theoretical and empirical part. Theoretical part is focusing on stating the word marketing itself, marketing communication, internet marketing, marketing on social media. Empirical part is processed in the form of data analysis, collected in a marketing research - its goal was to find out, how respondents perceive advertising on social media. The final part of the thesis includes summary of achieved results, which give us information about perceiving advertising on social media from the respondents’ point of view.