Analýza vlivu influencer marketingu na nákupní chování generace Z

Abstract

This bachelor thesis deals with the analysis of the influence of influencer marketing on the purchasing behaviour of Generation Z. Social networks form an integral part of this generation’s life and represent the primary source of inspiration for their purchasing decisions. Data collection was carried out using a quantitative questionnaire survey via the CAWI method. The subsequent data analysis was performed in Microsoft Excel. The research involved 115 valid respondents with an almost perfectly balanced representation of men and women. The results show that these consumers are highly critical and demand a real product test, honesty, and objective evaluation before purchasing. A strong gender market segmentation was found, where women most often buy cosmetics under the influence of influencers, while men prefer food and dietary supplements. The strongest purchasing impulse for this target group is video content, while the transparent labelling of paid partnerships itself does not decrease their trust in the promoted product.