03500ntm a22005537i 4500 000728090 CZ-PrVSE 20260207225632.0 m d cr n|||||||||| 260207s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Mathieu, Sarah ISIS:169795 dis Vliv digitálních opinion leaderů na spotřebitelská rozhodnutí a cenovou elasticitu poptávky v českém cukrářském sektoru (2020–2024) eng The influence of digital opinion leaders on consumer choices and demand elasticity in the Czech confectionary sector (2020–2024) / Sarah Mathieu 2025 ?? stran : digital, PDF soubor Vedoucí práce: Olga Nebeská Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Národohospodářská fakulta, 2026 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2026 The core hypothesis of the thesis is that the activity of digital opinion leaders in the Czech confectionery sector leads to a measurable increase in consumer purchasing decisions and reduces the price elasticity of demand for these products. The empirical research, based on a quantitative survey of N=100 Czech consumers, partially supported this hypothesis. The findings indicated that the emotional connection and sense of closeness consumers feel towards influencers is the strongest and most significant non-price determinant of demand. This emotional utility increases purchase intention and raises the acceptable price threshold, effectively making demand less price-sensitive and shifting the demand curve outward. However, the hypothesis was constrained by a critical boundary condition: the regression analysis showed that high exposure to influencer content actually had a significant negative effect on both purchase intention and willingness to pay. This suggested that excessive or repetitive content in this low-involvement market may induce advertising fatigue or skepticism, leading consumers to re-engage in price comparison and critical evaluation, thereby increasing price sensitivity. Způsob přístupu: Internet economics [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas influencer digital opinion leaders consumer behavior willingness to pay confectionery sector behavioral economics price elasticity of demand Nebeská, Olga ISIS:153124 ths Kotrba, Vojtěch ISIS:92229 opn Vysoká škola ekonomická v Praze. Národohospodářská fakulta kn20010709401 dgg https://insis.vse.cz/zp/93895/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/93895 Hlavní práce https://insis.vse.cz/zp/93895/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/93895/posudek/oponent/89214 Oponentura https://insis.vse.cz/zp/93895/priloha/33099 Přiloha k práci https://insis.vse.cz/zp/93895/podrobnosti dc:identifier NEPOSILAT VSKP vse93895 260206 93895