Působení ambasadorů značek na spotřebitelské chování

Abstract

As a topic for the bachelor's thesis, the authoress choses the influence of brand ambassadors on consumer behavior. The aim was to find out whether the shopping behavior of consumers influences the representation of ambassadors of the brands, or to which extent. It was also examined how widespread awareness of various ambassadors is or whether they are effectively use by the brands they represents, and whether anyone else today distinguishes between the terms such as ambassador and influencer. To obtain the data, it was necessary to perform three researching methods - observation, content analysis and a questionnaire survey. The observation took place over two days and covered four selected brands. Observations have shown that ambassadors in brick-and-mortar stores do not tend to be promoted effectively. The content analysis concerned both the ambassadors' social networks as well as the brands', including websites of the brands. The content analysis also showed that more than 50% of ambassadors regularly share brand-related content on their social networks, while brand social networks do not share their ambassadors as often. The questionnaire survey took place online via the page vypnto.cz. After analyzing the data, it was found that more than 50% of respondents do not know the difference between an ambassador and an influencer. It was also found that the majority of respondents (79%) do not feel influenced by brand ambassadors on their consumer behavior.