Analýza vlivu influencer marketingu na chování spotřebitele

Abstract

The aim of the bachelor thesis was to analyse the influence of influencer marketing on consumer behaviour. The theoretical part deals with the theoretical background of consumer behaviour and the characteristics of social networks. For the bachelor's thesis, the method of data collection was chosen by means of a questionnaire survey conducted on the Internet via the server Vyplňto.cz. The research showed that influencer marketing has an impact on the respondent's behaviour. Based on the result of the research, 4 suggestions and recommendations for companies and influencers were determined.