Identifikace vlivu reality show na influencer marketing

Abstract

The diploma thesis is focused on the impact of participation in reality shows on the development of a career in influencer marketing. The aim of the study is to explore how individuals emerging from reality shows enter the digital space, what their motivations, expectations, and strategies are, and how appearing in a television format affects their presence on social media – particularly on Instagram. The thesis uses a qualitative research approach and is based on in-depth interviews with ten former participants of Czech reality shows. The analytical part examines different stages of their influencer journey – from initial motivation and reactions to media exposure to their first brand collaborations and long-term strategic planning. The thesis also includes practical suggestions and recommendations for individuals considering participation in a reality show as a potential step toward a career in influencer marketing.