Analýza vlivu influencer marketingu na chování spotřebitele

Abstract

This bachelor thesis deals with the phenomenon of influencers and their use in marketing communication. It aims to find out how influencers influence customer consumption behavior and what consumers' views on influenza advertising. The first part deals with the theoretical background, where the terms influencer marketing and social networks are defined. It also provides a detailed description of who the influencer is, where it is located and what its specifics are. The second part shows graphs and tables that were evaluated through a questionnaire survey.