Analýza postojů spotřebitele k etickým aspektům marketingové komunikace na sociálních sítích

Abstract

This master's thesis focuses on analyzing consumers' attitudes towards the ethical aspects of marketing communication on social media platforms. The theoretical part delves into the basic ethical principles in marketing communication and their application within the context of social media. It also examines the historical development of ethics and the concept of morality, emphasizing the dynamics of social networks. Additionally, it concentrates on characterizing influencers, influencer marketing, and identifies ethical issues such as fake news and undisclosed advertising. The practical section includes a questionnaire survey for data collection. In conclusion, key findings are summarized, and recommendations are formulated to improve ethical standards in marketing communication on social media platforms.