Obsahový marketing a jeho vliv na spotřebitelské chování

Abstract

This bachelor thesis examines the influence of content marketing on consumer behavior. The aim is to identify what types of content consumers prefer, which factors affect their purchasing decisions, and whether content can help build brand loyalty. The theoretical part defines key concepts related to consumer behavior and content marketing, including its characteristics, forms, and current trends. The practical part is based on quantitative research conducted through an online questionnaire with 100 respondents. The findings confirmed the importance of trustworthy and high-quality content, visual formats such as short videos, and information about discounts in shaping consumer decisions. Based on the results, specific recommendations were formulated to help brands develop an effective content strategy and build long-term relationships with their customers.