Vliv sociálních sítí na chování spotřebitele na trhu knih

Abstract

This bachelor’s thesis examines the influence of social media on consumer behavior in the book market. The aim of the thesis is to identify which factors present on social media influence consumer purchasing behavior in the book market. The theoretical section of the thesis focuses on online marketing and the specifics of purchasing behavior in the online world, and describes the current state of the book market in the Czech Republic. The practical section focuses on the results of the author’s own questionnaire survey. The conclusion summarizes the individual research findings and proposes recommendations for entities operating in the book market.