Analýza vlivu influencer marketingu na nákupní chování spotřebitelů

Abstract

The diploma thesis deals with an analysis of the impact of influencer marketing on consumer purchasing behaviour. The main aim of this thesis is to identify how influencers affect the decision-making process of consumers when purchasing products and services. The thesis is divided into two separate parts. The first part contains the theoretical foundation, while the second part focuses on the processing of the questionnaire survey and the evaluation of the obtained data. The thesis also provides recommendations for companies and influencers.