Analýza vlivu sociálních sítí na spotřebitelské chování na trhu kosmetiky

Abstract

This diploma thesis deals with social networks influence on consumer behaviour on the cosmetics market. Goal of this thesis is to define possible ways for companies how to influence respondents via social networks and evaluate possibilities of cooperation between cosmetics brands with influencers together with attitude of respondents towards promotion on social networks. The research was conducted in the form of written electronic survey and 205 respondents took part in it. The results have shown that social networks have a considerable influence on the consumer behaviour of the respondents. They not only get inspired but also look for information about products there. Influencers have also been found to have the power to create a desire for products in their followers and make them buy. Therefore, it is necessary for brands to be active on social networks to raise the brand and product awareness.