Současné reklamní trendy na sociální síti TikTok

Abstract

This bachelor thesis focuses on advertising on the social media platform TikTok and its legal and ethical regulation. The aim of the thesis is to evaluate through a survey how the current young generation perceives such advertising trends, whether those trends can influence their consumer behavior and to reveal their level of awareness of advertising regulations. In the theoretical part, current advertising trends on social media are defined with the focus on content marketing and influencer marketing. The social media platform TikTok is also described as well as its features for users and advertisers. Advertisments on social media are characterized as for their legal and ethical regulations and also internal advertising policies of TikTok. The practical part focuses on the survey and the analysis of its results. The studied group of respondents was Generation Z and specifically people between the age of 15 and 26. Based on the results, total assessment of the efficiency of advertising trends on TikTok and the generation’s awareness of advertising regulations is provided. Lastly, there are recommendations offered for the implementation of such trends and the improvement of general knowledge involving advertising regulations.