02988ntm a22005297i 4500 000216066 CZ-PrVSE 20230204162054.0 m d cr n|||||||||| 230204s2022 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Vasylchenko, Olha ISIS:131966 dis Zkoumání vlivu TikTok a Instagram marketingu na konzumentky kosmetiky generace Z v České republice eng Exploring the impact of TikTok and Instagram marketing on generation Z cosmetics female consumers in the Czech Republic / Olha Vasylchenko 2022 ?? stran : digital, PDF soubor Vedoucí práce: Efthymia Kottika Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2023 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2023 This bachelor's thesis investigates the effects of TikTok and Instagram on female Zoomers' cosmetics purchases in the Czech Republic. As a result, in-depth interviews with young women living in the Czech Republic were done. Data from the in-depth interviews were analyzed using qualitative research techniques. The results imply that video reviews are crucial for female Czech consumers when deciding whether to buy cosmetics. In addition, customers frequently believe less well-known Instagram and TikTok influencers regarding cosmetics brands and have higher level of trust in them, rather than in famous ones with large following base. Finally, because Generation Z female consumers no longer find typical Instagram pop-up advertising compelling, they are primarily impacted by TikTok marketing. Způsob přístupu: Internet bachelor of business administration [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Cosmetics Generation Z Czech Republic Influencers Social media Kottika, Efthymia, 1982- vse20221165123 ths Karlíček, Miroslav, 1979- vse2010558291 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/81412/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/81412 Hlavní práce https://insis.vse.cz/zp/81412/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/81412/posudek/oponent/76648 Oponentura https://insis.vse.cz/zp/81412/priloha/25264 Přiloha k práci https://insis.vse.cz/zp/81412/podrobnosti dc:identifier NEPOSILAT VSKP vse81412 230201 81412