Vplyv sociálnych médií na nákupné správanie generácie Z

Abstract

The aim of this diploma thesis is to identify how social media influence Generation Z’s buying behavior. At the same time, the thesis aims to determine in which phases of the purchase decision-making process their influence is the strongest and whether this influence differs depending on the type of product. The theoretical part defines the theoretical background of consumer behavior, factors influencing purchase decision-making, the specifics of the online environment, and the characteristics of Generation Z as consumers, social media, and influencer marketing. In the practical part, a qualitative research method, specifically focus groups, was used to collect data. The research was conducted in the form of two online group interviews. After the research had been carried out, the collected data were processed and analyzed. The results showed that social media have a significant influence mainly in the phases of product discovery, awareness building, and the emergence of purchase impulses. At the same time, it was found that this influence differs depending on the type of product, with decision-making in some categories being influenced more impulsively, while in others rational comparison of information prevails. Based on the findings, recommendations were formulated for companies, brands, and influencers that may contribute to more effective and trustworthy communication on social media aimed at Generation Z.