Vliv sociálních sítí na nákupní chování spotřebitele

Abstract

This Bachelor Thesis is focusing on the influence that social networks have on consumer‘s purchasing behavior. The main objective was to analyze how social networks effect consumer’s spending behavior in targeted age group using a quantitative questionnaire. Thesis consists of theoretical and practical part. In the theoretical section we introduce the main theoretical frameworks and explain who is consumer, types of consumers, phases of decision making when purchasing and what are the main factors affecting consumer‘s decision to buy a new product. The next chapter is introducing main characteristics of social networks. Fourth chapter describes methods of data collection, followed by analysis and results. The last chapter is addressing limits of this research and includes suggestions for companies on how to utilize findings from this research in practice.