Analýza vlivu influencer marketingu na nakupování módy

Abstract

The aim of this thesis was to investigate the influence of influencers on consumer buying behaviour in the fashion market. It was crucial for the thesis to examine how Influencer marketing not only influences consumers' perceptions of fashion promotion on Instagram, but also how ifnfluencers themselves are perceived by consumers. In the theoretical part, the basic theoretical background of consumer behaviour and the characteristics of the fashion market were presented. Then, the methodology of data collection and analysis of consumer behaviour was described. Another source of data was also processed content analysis, which analyzed the activity on the Istagram profiles of 7 selected influencers. Afterwards, suggestions and recommendations were made for building credibility on the networks and factors reflecting the uplifting points for communication on Instagram with a focus on fashion.