Implementace influencer marketingu do komunikace značky na trhu sirupů

Abstract

This bachelor thesis deals with the issue of influencer marketing, specifically its implementation in brand communication in the syrup market. The aim of the thesis is not only to find out how influencer marketing can be incorporated into brand communication, but also how its target group perceives influencers. The first part describes the basics of online marketing communication, which includes, among other things, chapters approaching the influencer marketing tool. Then the brand is characterized within the syrup market. The second part is focused on examining attitudes through an online questionnaire survey. Last but not least, the results are analyzed, on the basis of which proposals and recommendations for the creation of a specific campaign are also compiled.