Vliv influencerů na hodnotovou formaci generace Y a Z a jejich preference ve spotřebitelském chování

Abstract

This bachelor thesis examines the influence of selected influencers on value formation and consumer behavior within specific samples of Generations Y and Z. The main focus is on identifying and comparing the mechanisms creators use to affect their followers' value systems and how these values are reflected in purchasing decisions. The research uses a mixed-methods approach, combining qualitative and quantitative elements. It is based on a content analysis of spoken word and user reactions from two influencers representing different generations. Max Scheler’s axiological framework was applied to evaluate value levels. To analyze the emotional tone, Natural Language Processing (NLP) was used to determine a sentiment index. Statistical relationships were then tested using a goodness-of-fit test and correlation analysis. The results suggest clear differences in value perception between the two generations. For the Generation Z subject, a paradox was found: when the creator shared personal crises (negative sentiment), it did not lower audience loyalty. On the contrary, it strengthened the sense of belonging and triggered highly positive sentiment in the comments. For the Generation Y subject, a link between positive content and positive reactions was observed, with the audience showing a stronger tendency toward aspiration and aesthetic ideals. The analysis also revealed a gap between declared values and actual behavior, particularly in the areas of sustainability and minimalism. In conclusion, the findings suggest that while Generation Y tends to seek inspiration, Generation Z prioritizes authenticity based on admitted imperfection and emotional closeness. The contribution of this work lies in providing a deeper insight into the psychology of digital communities and demonstrating the non-linear nature of emotional bonds online. The findings are intended for use in marketing communication and strategic customer relationship management.