Analýza vlivu influencer marketingu na trhu dekorativní kosmetiky

Abstract

This thesis deals with the influence of influencer marketing on the decorative cosmetics market. The aim is to find out how consumers perceive influencers targeting this segment and how their recommendations influence purchasing behaviour. The theoretical part deals with online marketing, explanation of the term influencer, forms of collaborations and metrics. It also analyses the decorative cosmetics market, trends, brands, customers and distribution channels. The practical part focuses on quantitative research in the form of a questionnaire survey, the outputs of which serve as a basis for suggestions and recommendations for brands and influencers.