Vliv social media marketingu na spotřebitelské chování generace Z na trhu kosmetiky

Abstract

This bachelor thesis examines the impact of social media marketing on the consumer behavior of generation Z in the cosmetics market. The theoretical part defines key concepts related to social media marketing and consumer behavior, while also characterizing generation Z and cosmetics market. These theoretical foundations serve as basis for analyzing the influence of different types of social media content on the decision-making processes of generation Z. The research section is based on quantitative survey that explores content preferences, the level of trust in various content formats, and the motivation to purchase cosmetic products. The findings highlight generation Z's strong emphasis on authenticity and transparency. The thesis includes recommendations and suggestions on how cosmetic brands can communicate more effectively with this generation.