Analýza vlivu influencer marketingu na spotřebitele v oblasti fitness

Abstract

This bachelor thesis focuses on the analysis of the influence of influencer marketing on consumer behaviour in the fitness industry. The aim is to find out how fitness influencers affect consumers' decision-making processes when choosing sports nutrition, supplements, fitness apparel and their overall attitude towards fitness and healthy lifestyle. The thesis is based on the theoretical underpinnings of influencer marketing and consumer behaviour. Through a qualitative research method of focus group, it is analyzed what factors have the greatest influence on consumers. The thesis also includes suggestions and recommendations, based on the findings, for more effective marketing strategies for brands operating in the fitness market, for influencers themselves, and last but not least, suggestions for future research.