Analýza vlivu sociálních sítí na spotřebitelské chování v oblasti fastfoodů

Abstract

This bachelor thesis entitled Analysis of the influence of social networks on consumer behaviour in the fastfood industry focuses on the issue of the use of social networks as a marketing tool from the perspective of today's digital age. The thesis focuses on the issue of how fastfood chains use their social networks in influencing consumer behaviour. The method of online questionnaire data collection or CAWI method was used to determine how consumers perceive the social networks of fastfood chains and whether they have any influence on them. The results of the questionnaire survey showed that consumers actively use social networks on a daily basis and almost half of them visit fastfood chains. They perceive the form of promotion of chains on social networks mostly positively, but they have some reservations about it, which are described in the suggestions and recommendations of this paper. In conclusion, the thesis found that social networking plays a non-negligible role in marketing in today's digital fast-paced era and fastfood chains should put considerable effort into it.