Reklama na Instagramu a její vliv na spotřebitele

Abstract

This bachelor thesis focuses on advertising on Instagram and its impact on consumers. The aim of this work is to determine how advertisements influence consumers and what their knowledge is in the area of advertising regulation. The theoretical part of the thesis defines advertising from a marketing perspective and describes its types and history. This section also focuses on the Instagram application and describes the types of ads that consumers can encounter on Instagram. Advertising regulation is described from legal and ethical perspective, and the principles that Instagram sets for advertising disclosure. The practical part of the bachelor thesis is devoted to marketing research. Through a questionnaire, the influence of advertising on consumers and their knowledge of advertising regulation is examined. The research findings are evaluated in the conclusion, and the author presents her insights into the topic. In conclusion, this bachelor thesis contributes to a better understanding of the influence of advertising on consumers and raises awareness of advertising regulation on social media.