Axiologické aspekty vlivu influencerů na spotřebitelské chování generace Y a Z

Abstract

This bachelor thesis deals with the axiological aspects of influencer influence on the consumer behavior of Generations Y and Z in the digital environment. The primary objective of the work was to analyze the value layers presented by influencers in their communication, whether these values are reflected in audience reactions, and how they affect the consumer behavior of followers. The theoretical part is based on the concept of axiology, specifically Max Scheler's classification of values, and further elaborates on influencer marketing, parasocial interaction, authenticity, and trust in online communication. Attention is also paid to the specifics of Generations Y and Z, their value preferences, and their behavior on social networks. ​The empirical part of the thesis is based on quantitative research of two selected influencers active on the YouTube platform. Ten videos and their respective audience comments were analyzed. The research employs text mining analysis, sentiment analysis, and the tracking of purchase queries as an indicator of consumer interest. The aim was to identify dominant value layers in the communication of both influencers and their audiences and to compare the degree of alignment between them. ​The results suggest that influencer communication differs not only in content but also in the way the audience interprets it. In the examined sample, Influencer X showed a higher degree of value transformation by the audience, while Influencer Y exhibited higher alignment between the influencer's communication and follower reactions. Simultaneously, a positive correlation was observed between the sentiment of influencer communication and the emotions in audience reactions. Regarding consumer behavior, the results indicate that product presentation itself may not be the decisive factor; instead, the influencer's authenticity, communication style, and the level of audience engagement may play a more significant role. ​The thesis confirms that influencers act not only as marketing intermediaries but also as carriers of values that can shape the attitudes, preferences, and purchasing decisions of younger generations. A significant factor in this influence is the development of a parasocial relationship based on trust, authenticity, and interaction.