Analýza vlivu influencer marketingu na spotřebitelské chování studentů

Abstract

This bachelor thesis examines the influence of influencer marketing on students' consumer behaviour. In recent years, the use of social media and blogs to promote products and services has become increasingly popular. Many companies use these platforms for promotion, often working with influencers - popular social media personalities who have a large number of followers. The aim of this work is to explore the impact of this type of marketing on students' consumer behaviour. To achieve this goal, a literature review on the topic and a survey using questionnaires were conducted. The questionnaires were distributed to the students of different educational institutions and the results were processed and analyzed. The study revealed that influencer marketing can have a significant impact on students' consumption behaviour. Due to their popularity and credibility, influencers can arouse students' interest in the product or service they promote and make them believe that they should buy or use it. The use of social media and blogs allows influencers to make a personal connection with their audience. Influencers often share their personal stories, show their lives and talk about their personal experiences. This allows them to connect with their audience, getting students to empathize with their life situations and trust them. As a result, the advice and promotion that influencers offer can be perceived by students as advice from a close friend or acquaintance, which increases their persuasiveness. The thesis also offers recommendations for companies that want to use this type of marketing to attract students as potential customers. The results of the study may be useful for marketing departments of companies that promote products and services on social media, as well as for researchers who study consumer behavior and influencers themselves.