03481ntm a22005177i 4500 000715110 CZ-PrVSE 20240623000300.0 m d cr n|||||||||| 240622s2024 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Rejchrtová, Tereza ISIS:147216 dis Analýza vlivu sociálních médií a influencerů napříč různými kategoriemi produktů eng Analyzing the Impact of Social Media Influencers Across Different Product Categories / Tereza Rejchrtová 2024 ?? stran : digital, PDF soubor Vedoucí práce: Marek Hudík Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2024 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2024 This research explores the role of social media influencers in shaping consumer perceptions and purchase decisions across diverse product categories, such as fashion, technology, and health supplemets industries. The focus is primarily on understanding how a customer perceives marketing campaign based on influencers. Key attributes like the credibility and attractiveness of the influencer, the alignment between the product and the influencer's overall image, and the intent to purchase are examined. Through analysing responses from a diverse demographic group, including differences in age, gender and educational level, the study aims to identify which attributes significantly sway consumers towards making a purchase decision. This approach showed that follower’s identity alignment with that of influencer is positively correlated with purchase intention. Moreover, attractivity of influencer showed higher significance in clothing industry than technology or health industry. Additionally, key findings were made when it comes to differences between males and females, showing that males put higher significance on expertise of influencer than woman, specifically in technology sector. These findings provide insights into the effectiveness of influencer marketing across different product sectors, offering a complex understanding of influencer impact on consumer buying behaviour. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Product Categories Influencer marketing Purchase intention Source Credibility Source Attractiveness Hudík, Marek, 1980- ola2009488198 ths Sáenz de Viteri Vázquez, Andrea ISIS:166866 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/86747/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/86747 Hlavní práce https://insis.vse.cz/zp/86747/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/86747/posudek/oponent/83199 Oponentura https://insis.vse.cz/zp/86747/podrobnosti dc:identifier NEPOSILAT VSKP vse86747 240619 86747