Dopad influencer marketingu na nákupní rozhodování žen na trhu kosmetických produktů

Abstract

This thesis examines the influence of influencer marketing on consumer purchasing behavior in the cosmetics market, with a focus on Generations X, Y, and Z. The aim is to determine the extent to which influencers affect consumer decisions when choosing cosmetic products, what factors contribute to their perceived credibility, and which type of content is most persuasive for different generations. The theoretical part addresses consumer behavior, influencer marketing, and the characteristics of the cosmetics market, including a macro-environmental analysis using the PESTLE framework. The practical part describes the data collection methodology and presents the analysis of results obtained through a questionnaire survey. The final part of the thesis provides recommendations based on the findings of the research.