03551ntm a22004937i 4500 000713774 CZ-PrVSE 20240623000300.0 m d cr n|||||||||| 240622s2024 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Ziegler, Dominik ISIS:164731 dis Dopad influencerů na sociálních médiích zaměřených na zdraví na marketing a chování spotřebitelů na Instagramu v České republice eng The Impact of Social Media Influencers Focused on Health on Marketing and Consumer Behavior on Instagram in Czech Republic / Dominik Ziegler 2024 ?? stran : digital, PDF soubor Vedoucí práce: Markéta Lhotáková Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2024 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2024 This thesis explores the impact of health-focused social media influencers on consumer behavior and marketing strategies on Instagram in the Czech Republic. It provides an overview of the evolution of influencer marketing, highlighting the shift from traditional marketing methods to digital platforms and influencers. The research focuses on Instagram users interested in health and fitness content and uses a questionnaire survey to understand how these influencers affect consumer behavior, including engagement levels and purchasing decisions. The research explores various aspects of influencer marketing on Instagram, such as the authenticity of influencers and their content, how they use Instagram's features, and their overall credibility and impact on consumer decision-making. The study demonstrates that consumer trust in influencers varies significantly, with a noteworthy impact on their health and lifestyle choices. The ultimate goal of this analysis is to provide insights into effective digital marketing strategies and the real influence of health-focused influencers on Instagram. The research offers recommendations for marketers on how to leverage these insights in the Czech market. The data-driven approach ensures a comprehensive understanding of the current landscape of influencer marketing within a localized context, making a valuable contribution to both academic discourse and practical marketing strategies. Způsob přístupu: Internet international business [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Consumer Behavior Influencer Marketing Social Media Impact Lhotáková, Markéta, 1971- pna2010582246 ths Halík, Jaroslav, 1961- xx0051501 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/84771/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/84771 Hlavní práce https://insis.vse.cz/zp/84771/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/84771/posudek/oponent/82701 Oponentura https://insis.vse.cz/zp/84771/podrobnosti dc:identifier NEPOSILAT VSKP vse84771 240615 84771