Vliv influencer marketingu na spotřebitelské chování na trhu kosmetických produktů

Abstract

This thesis focuses on influencer marketing and it´s impact on consumer purchasing behavior in the cosmetics industry. The aim of this thesis is to identify which types of content most strongly motivate respondents to purchase cosmetics and whether factors such as consumer age and trust in influencers play a role in preferred content. The theoretical part is based on a literature review, focusing on influencer marketing and the characteristics of the cosmetics market. The practical part analyzes the results of a quantitative study conducted through an online questionnaire survey. The analysis tests predefined hypotheses and evaluates data collected from 162 respondents. Based on the findings, the thesis formulates answers to the research questions and provides recommendations for influencers and companies aiming to use influencer marketing more effectively.