Analýza vlivu influencerů na sociálních sítích

Abstract

The object of the diploma thesis is to analyze influencers‘ impact on social networks and subsequent elaboration of proposals and recommendations for use of these persons and their influence on marketing purposes. Influencer is an internet user, who can influence the behavior of other users on the internet by using the content they create, their links and the size of their audience. The aim of the research was to define the level of influence of lifestyle and fashion influencers on consumer behavior. The objectives were achieved through two researches, qualitative in the form of in-depth individual interviews and quantitative forms of on-line questionnaires. Based on the evaluation of the collected data, individual proposals and recommendations were subsequently proposed.