Vliv influencerů na stravovací návyky generace Z

Abstract

This bachelor thesis focuses on the influence of influencers on the eating habits of Generation Z. Given the growing importance of social media in the lives of individuals from this generation, the thesis examines how content creators influence their followers' attitudes towards a healthy lifestyle, particularly in relation to nutrition. The aim of the thesis was to determine the extent to which influencers active on social media affect the eating habits of Generation Z and to assess how their shared content shapes young people's attitudes toward healthy eating.

The thesis is divided into a theoretical and practical part. The theoretical part defines the concept of influencer marketing and describes the characteristics of the healthy eating market. The practical part is based on quantitative research, which was conducted through an online questionnaire survey. The collected data were analyzed and subsequently interpreted using graphs and tables. The results confirmed that influencers indeed affect the decision-making of individuals from Generation Z. Based on these findings, recommendations were proposed for content creators, brands, and social media users themselves.