Analýza vlivu influencerů na chování spotřebitelů při nákupu fitness produktů

Abstract

This bachelor's thesis analyzes the influence of influencers on consumer behavior when purchasing fitness products. The aim of the thesis was to identify which influencer characteristics and types of content are most important for consumers when making purchasing decisions regarding fitness products, as well as the main motivations of consumers for following influencers focused on a healthy lifestyle. The theoretical part defines the basic framework of consumer and purchasing behavior, describes the purchasing decision-making process, and analyzes the role of influencer marketing in its various stages. It also introduces the specifics of the fitness product market, including consumer characteristics, major product categories, and the position of influencers within this sector. The practical part is based on quantitative research conducted through an online questionnaire survey. The research focused on consumers using social media who follow influencers dealing with a healthy lifestyle. Based on the findings, recommendations are proposed for companies and influencers operating in the fitness market, which may contribute to the more effective use of influencer marketing.