Identifikace chování uživatelů sociální sítě

Abstract

This diploma thesis deals with an intergenerational comparison of the behaviour of the social network Instagram users. The research included, for example, identifying users' attitudes towards content creation and consumption, frequency of Instagram use, and time spent on it. Furthermore, the impact of influencers and advertisements on user purchase behaviour was investigated. The theoretical part of the thesis describes the background of consumer behaviour and characteristics of the Instagram social network. In the practical part, the results of the survey are analysed. The research results show that the main reasons for using Instagram are entertainment, source of information and inspiration or contact with friends. Most of the respondents use Instagram every day. Influencers were found to have more impact on purchase behaviour than advertisements on Instagram. Based on the research findings, suggestions and recommendations were presented on Instagram and other social media networks.