Bachelor's Thesis

The Underutilized Potential of Social Proof in Meta Ad Creatives

Final Thesis 4.77 MB

Author of thesis: Karolína Staňková

Acad. year: 2025/2026

Supervisor: doc. Ing. Pavla Marciánová, Ph.D.

Reviewer: Ing. David Havíř, Ph.D.

Abstract:

This bachelor thesis focuses on the online marketing communication of an anonymized Czech e-commerce company operating in the dietary supplements market, referred to as Company A. The main problem addressed in the thesis is the underutilized potential of social proof in the company’s Meta Ads communication. The thesis analyzes how different forms of social proof are used and perceived in Meta performance campaigns and how they may support perceived credibility, purchase consideration, attention capture and click-through motivation among young adult customers aged 18-30. The theoretical part explains key concepts related to online marketing communication, Meta Ads, social proof, consumer trust and online purchase behavior. The analytical part combines owner interviews, content analysis of Company A’s Meta Ad creatives, competitor benchmarking, semi-structured interviews with the target audience and exploratory real campaign data. The findings show that Company A uses social proof in a limited and insufficiently systematic way, while discount-led communication remains dominant. The proposal part therefore presents practical recommendations for improving Company A’s Meta Ads communication through a more structured use of social proof, creative diversity, retargeting reassurance, review-based creatives, UGC and EGC content, and a repeatable content production system.

Keywords:

online marketing communication, Meta Ads, social proof, user-generated content, consumer trust, attention capture, click-through motivation, dietary supplements, performance marketing

Date of defence

19.06.2026

Result of the defence

Defended (thesis was successfully defended)

znamkaAznamka

Grading

A

Process of defence

In her presentation, the student informed the committee about the objectives, solutions and results she had reached in her thesis. The committee then read the opinions and evaluation of the thesis supervisor and the opponent. Questions from committee members: 1. doc. Marciánová: Did you find some surprising ifnrmation diring the interview? - answered 2. Ing. Bumberová: Why did you choose the statistical acronym fro qualitatve interview? - answered 3. Ing. Bumberová: Which of your proposals are the most risky to implement? How do you recommend to test it? - answered On the basis of the presentation and the answers to the questions asked in the discussion, the committee decided that the student defended the thesis.

Language of thesis

English

Faculty

Fakulta podnikatelská

Department

Institute of Management

Study programme

Entrepreneurship and Small Business Development (BAK-ESBD)

Composition of Committee

doc. Ing. Robert Zich, Ph.D. (předseda)
doc. Ing. Pavla Marciánová, Ph.D. (místopředseda)
Ing. David Havíř, Ph.D. (člen)
Ing. Jakub Ulč (člen)
Ing. Veronika Bumberová, Ph.D. (člen)

Supervisor’s report
doc. Ing. Pavla Marciánová, Ph.D.

Despite the shortcomings noted in the review, the bachelor’s thesis meets the requirements for final theses.
Evaluation criteria Verbal classification Grade
Splnění stanovených cílů The goal of this bachelor's thesis is quite ambitious for a bachelor's thesis.The main objective of this bachelor thesis is to analyze how different forms of social proof influence young adult customers’ perceived credibility and purchase consideration towards a brand operating in the dietary supplements industry, as well as their ability to capture attention and motivate click-through in Meta Ad creatives. Although the author formulated clear research questions and partial objectives, some conclusions remain rather descriptive and exploratory. B
Zvolený postup řešení, adekvátnost použitých metod The thesis applies several qualitative and exploratory methods; however, the methodological approach has has certain shortcomings.  The campaign comparison is not based on a controlled experimental design, which weakens the interpretations. Some methods are described extensively, but their practical execution and evaluation criteria could have been explained more precisely. B
Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry The author demonstrates the ability to summarize findings, but the interpretation occasionally remains insufficiently critical. Several conclusions are based on subjective perceptions of respondents rather than on measurable evidence. In some parts, the conclusions appear overly optimistic considering the exploratory nature of the research. C
Praktická využitelnost výsledků The thesis provides practically oriented recommendations that may inspire improvements in Meta Ads communication. However, some proposed solutions are relatively general and resemble common digital marketing practices rather than highly innovative strategies tailored specifically to Company A. Financial feasibility, operational capacity, and measurable business impact are discussed only briefly.  B
Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň The thesis is logically structured and formally extensive, but the text is occasionally unnecessarily repetitive and overly descriptive. Some chapters could be shortened or synthesized to improve readability and analytical clarity. The terminology is mostly appropriate. Minor stylistic and grammatical imperfections appear throughout the text despite the otherwise good English level. B
Práce s informačními zdroji, včetně citací In terms of form, the thesis meets the requirements for a bachelor’s thesis. The sources cited are properly referenced. B

Grade proposed by supervisor: B

Reviewer’s report
Ing. David Havíř, Ph.D.

The thesis is grounded in up-to-date sources and a responsibly conducted multi-level research process. The scope and depth of the selected methodology significantly exceed the standard expected of a bachelor’s thesis. The proposed system for creating social proof content is sophisticated and practically implementable. The thesis fully achieves its stated objective.
Evaluation criteria Verbal classification Grade
Splnění stanovených cílů The thesis fully achieves its stated objective. A
Zvolený postup řešení, adekvátnost použitých metod The selected research approach is logical, and the methods applied are highly appropriate for this type of thesis. I particularly appreciate the combination of Meta Ads creative content analysis, semi-structured interviews with the target group, competitor benchmarking, and real campaign data analysis — an exceptionally robust research design for a bachelor’s thesis. A
Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry The theoretical part provides a strong foundation for the analytical sections, and the research findings are subsequently utilized fully and systematically in the development of specific recommendations. A
Praktická využitelnost výsledků The thesis contains concrete, feasible, and prioritized recommendations, including a proposal for marketing budget reallocation and a content creation system. The results are directly implementable for the analyzed company. A
Struktura práce, použitá terminologie a odborná jazyková úroveň The thesis has an above-standard scope, with a clear and well-structured organization. The professional level of English language usage is excellent. A
Práce s informačními zdroji The thesis is based on current and relevant academic sources, which are utilized at a very good level. B

Grade proposed by reviewer: A

Responsibility: Mgr. et Mgr. Hana Odstrčilová