Vliv sociálních sítí na nákupní rozhodování spotřebitelů

Abstract

This thesis focuses on the influence of social networks on consumer purchasing decisions. The theoretical part defines the basic concepts of online marketing and consumer behaviour, with emphasis on current marketing tools and trends in the digital environment. The practical part of the thesis is based on quantitative research in the form of an online questionnaire survey, the aim of which was to find out whether and how social networks influence consumers to make purchases. The results of the research show that influencers, especially domain-specific experts, have a significant impact on purchasing behaviour. The paper concludes by formulating recommendations for companies and small entrepreneurs on how to effectively use social networks to influence consumer behaviour.