Analýza vlivu influencer marketingu na spotřebitele

Abstract

The subject of this bachelor thesis is the analysis of the impact of influencer marketing on consumers. The aim of the research was to identify the impact of influencers in the field of fitness and lifestyle on consumers buying behaviour and determine how this method of advertising is perceived by customers. The data were collected by using online questionnaire survey method and subsequently processed in SPSS Statistics 25. The research results found that marketing communication on social media through influencers has the greatest impact on consumers compared to other forms of promotion. It has an impact not only on the consumers buying behavior but also on activities not directly related to shopping. Based on collected data, proposals and recommendations were proposed and they can be used by companies considering promoting products through influencers or influencers themselves.