Analýza chování příslušníků virtuální komunity na YouTube

Abstract

The theme of the diploma thesis is Analysis of the Virtual Community Members Behaviour on YouTube. The goal of the thesis is to identify factors that influence behaviour of members of YouTube communities with focus on the areas of fashion and beauty.The method used for the research was an online survey. For survey evaluation, correlation analysis for finding relations between respondents answers was used. The analysis results show that most respondends were of the opinion that they would buy a product recommended by a YouTuber. Largest influence was identified in the cosmetics section. People usually watch YouTubers at home at night. Main reason for watching is seeking information, opinions, advice, inspiration, free time filler and stress relief.