Vliv beauty influencerů na spotřební chování generací Y a Z

Abstract

This diploma thesis explores the influence of beauty influencers on the consumer behavior of Generations Y and Z, which represent significant target groups in today’s marketing landscape. In the context of the dynamic development of social media and the growing importance of influencer marketing, the study examines how influencers affect consumers' purchasing decisions, particularly in the field of cosmetics. The research compares the preferences, attitudes, and decision-making processes of these two generations, taking into account their distinct media habits and value orientations.

The theoretical-methodological part addresses the basic principles of consumer behavior, the factors influencing it, and the stages of the purchasing decision-making process. Attention is also paid to the characteristics of Generations Y and Z in the Czech market. A separate chapter focuses on the phenomenon of influencer marketing, with an emphasis on the beauty segment, and introduces key Czech beauty influencers.

The applied part of the thesis is based on quantitative research conducted through a questionnaire survey. The results were analyzed using exploratory and descriptive statistical methods, including factor analysis. The findings confirmed that beauty influencers have a significant impact on both generations as sources of inspiration, motivation, and product information. However, notable differences were also identified—Generation Z is more responsive to the influencer’s personality and prefers dynamic, visual content, while Generation Y prioritizes informative content, expert reviews, and places greater emphasis on price and product quality.

The study shows that trust and authenticity are crucial factors for both generations, although each responds to different forms of communication. Therefore, effective marketing communication must reflect the varying preferences of target groups and approach them with tailored strategies. The results may serve as a basis for more efficient marketing strategies targeting young consumers in the cosmetics industry. Additionally, the thesis opens avenues for further research across generations, markets, and related segments such as fashion or healthy lifestyle.