Podnikání v digitálním prostředí

Abstract

In my bachelor's thesis, I focus on the current phenomenon of digital entrepreneurship, which is closely linked to the progressive digitalization of society and the shift of professional activities to social media. This trend offers new forms of livelihood and a high degree of flexibility, making it particularly attractive to representatives of Generation Z. The primary objective of the text is to highlight the specific pitfalls of this activity, especially the deficiencies in the legal protection of online entrepreneurs and the often unrealistic expectations of young people regarding rapid financial success. The aim of the thesis is to provide a comprehensive analysis of digital entrepreneurship from the perspective of Generation Z, focusing on identifying opportunities and risks, and evaluating the level of legal protection for subjects within this segment. Simultaneously, the study examines the extent to which young people are aware of the legal binding nature of their online activities. Regarding methodology, the research is based on a combination of qualitative and quantitative methods. To map real-world legal awareness and industry practice, data from semi-structured expert interviews with two active influencers were utilized. These findings are subsequently supplemented and contrasted with the results of a questionnaire survey involving 214 secondary school and university students. The text is systematically divided into theoretical and practical sections. The theoretical block focuses on a precise definition of key influencing concepts and an analysis of the necessary legislative framework for social media business. The practical part then compares theoretical requirements with the actual practice of creators and analyzes the attitudes of students, as representatives of Generation Z, toward this form of livelihood. The research results demonstrated the existence of ideological discrepancies and information deficits within the observed group. While professional influencers possess a very good overview of their administrative and tax obligations, regular students show significant gaps in this area. Furthermore, the survey confirmed that although Generation Z perceives online entrepreneurship as an easier path to financial gain and personal freedom, they are also able to identify serious associated risks, particularly income instability, psychological pressure, and the loss of privacy.