Využití influencer marketingu na sociálních sítích

Abstract

The bachelor thesis is devoted to influencer marketing, which is described within the theoretical framework of digital marketing, under which it falls. The theoretical background is followed by a characterization of social networks, which contains actual data on individual social networks and their users. The primary aim of the bachelor thesis is to compare the perceptions of all parties involved in the collaboration - influencer, company and marketing agency. The research took the form of online individual in-depth interviews, of which seven were conducted. Knowing the perspectives of all three parties reveals different perceptions that lead to an overall poor campaign outcome. The sub-objectives are to reveal the shortcomings of the collaborations that are detrimental to each party and to make suggestions on how to prevent this and thus improve the course of the collaborations. Based on the analysis of the results, the paper makes suggestions and recommendations that could lead to an improved course of collaboration with influencers.