Vliv influencerů na rozhodování spotřebitele při nákupu skin care kosmetiky

Abstract

The thesis explores the impact of influencers on consumers when purchasing skin care cosmetics. The main goal of this work is to reveal how influencers impact consumer decision-making processes in the area of cosmetic products designed for skin care. The work was divided into two parts: theoretical and practical. In the theoretical part, important concepts related to consumer behavior, online marketing, and influencer marketing were introduced. In the practical part, a quantitative research approach was utilized, employing primary data obtained through an online survey. Based on the results of the analysis and the conducted surveys, suggestions and recommendations were provided for sellers, manufacturers, and influencers.