Analýza vlivu influencerů na spotřebitelské chování

Abstract

This bachelor thesis is focused on the influencer phenomenon in connection with influencer marketing. The purpose of this thesis is to analyze the influence of influencers on consumer behavior in general and in feeding. The first chapter describes the theoretical basis of consumer behavior and than is characterized influencer marketing. The primary data for the practical part of the thesis was obtained by electronic interrogation, which was further processed in the IBM SPSS Statistics statistical program using first and second degree data sorting, and also ANOVA testing and correlation coefficients test to determine the dependence rate. Research results have shown that influencers have an impact on consumer behavior, people make recommendations, buy, and search for products and services.