Analýza vlivu influencer marketingu na čtenáře Young Adult a New Adult literatury

Abstract

This master's thesis deals with the impact of book influencer marketing on the purchasing behavior and reading preferences of readers in the Young Adult (YA) and New Adult (NA) literature segments on the Czech market. The main goal of the thesis is to comprehensively evaluate this phenomenon and, based on the findings, propose strategic recommendations for publishing practice. The research uses a mixed-methods design, combining qualitative in-depth interviews with four Czech book influencers and a quantitative questionnaire survey among 214 respondents. The results show that influencer marketing has a fundamental impact on readers, with nearly 83% of respondents having purchased a book based on an influencer's recommendation. The key factors for building trust are not primarily professional expertise, but a shared reading taste and the perceived authenticity of the creator. The research further identifies Instagram as the dominant platform and draws attention to market barriers associated with the over-commercialization of content and the financial undervaluation of creators by publishers. In the conclusion, recommendations for the professionalization of collaborations are formulated, including the implementation of a taste-matching system and more structured financial remuneration.