03580ntm a22005297i 4500 000717866 CZ-PrVSE 20241124190359.0 m d cr n|||||||||| 241124s2024 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Abdulgalejeva, Renata ISIS:127766 dis Vyhodnocení vnímání influencer marketingu mezi Gen Z na Instagramu eng Evaluating Influencer Marketing Perception Among Gen Z on Instagram / Renata Abdulgalejeva 2024 ?? stran : digital, PDF soubor Vedoucí práce: Petr Král Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2024 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2024 As the Gen Z population becomes increasingly active in purchasing products, it is important for businesses to understand how to effectively promote their product towards this demographic. Each generation has unique characteristics distinguishing them, presenting new challenges and also opportunities for businesses to explore when it comes to advertising towards the Gen Z population. The purpose of this thesis is to examine the advertising avoidance of Gen Z and effectiveness of advertising in the context of social media influencer marketing. An online questionnaire was distributed via Instagram utilising snowball sampling. It obtained responses from a total of 107 participants, 56 of whom were identified as Gen Z. The collected data allowed for comparisons to be made between the Gen Z and non-Gen Z sample. Overall, the results indicate that while a majority of respondents express distrust towards influencers’ product recommendations, Gen Z users still continue to engage in sponsored giveaways and utilize discount codes promoted by influencers. Further, for Gen Z, congruence between an influencer’s image and what they promote is important. Although Gen Z appear to have more moral values, these do not necessarily have an influence on their purchasing decisions; they may disapprove of controversial influencers participating in advertising campaigns, but will still purchase products from brands with unethical stakeholders. Způsob přístupu: Internet international business [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Gen Z  Gen Z advertising Instagram users Social media influencer marketing Advertising avoidance Král, Petr, 1979- pna2010582238 ths Průša, Přemysl, 1980- mzk2007430834 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/65744/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/65744 Hlavní práce https://insis.vse.cz/zp/65744/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/65744/posudek/oponent/84433 Oponentura https://insis.vse.cz/zp/65744/priloha/29869 Přiloha k práci https://insis.vse.cz/zp/65744/podrobnosti dc:identifier NEPOSILAT VSKP vse65744 241121 65744