Analýza vlivu sociálních sítí na spotřebitelské chování na trhu se zdravou výživou

Abstract

The diploma thesis deals with the analysis of the influence of social networks on consumer behaviour in the field of healthy eating. The aim of the thesis is to analyse the influence of social networks on consumer behaviour in the field of healthy nutrition and then, based on the results of a questionnaire survey, to define suggestions and recommendations that companies can use to influence consumers on social networks. The suggestions and recommendations should help firms to target the relevant group of users on social media and use social media effectively to enhance healthy eating awareness and brand building, which could lead to increased sales and customer loyalty. A sub-objective is to explore the collaboration of brands specialising in healthy eating with influencers and to assess consumer attitudes towards this collaboration. In order to achieve the set objectives, quantitative research, specifically a questionnaire survey, was chosen. The theoretical part of the thesis is devoted to the background of consumer behaviour. Furthermore, the characteristics of selected social networks and the health food market are presented. In the analytical part, the data from the questionnaire survey is analysed and then suggestions and recommendations are made based on the results.