Analýza vlivu influencer marketingu na nákupní chování na trhu s technologiemi

Abstract

This bachelor's thesis examines the issue of influencer marketing and its impact on the consumer electronics market. The aim of the work is to analyze the influence of influencers on buying behavior in the consumer electronics market, identify user preferences in this industry, and evaluate their perception of influencers. The theoretical part of the thesis defines key concepts of influencer marketing and its impact on consumers. Furthermore, this section defines the consumer electronics market itself. The practical part is based on an analysis of a questionnaire survey, the results of which are interpreted using charts and tables.