03510ntm a22005657i 4500 000729140 CZ-PrVSE 20260207225632.0 m d cr n|||||||||| 260207s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Thakkar, Karan ISIS:179905 dis Influencer Blindness : The Erosion of Trust and Effectiveness in Saturated Digital Marketing eng Influencer Blindness : The Erosion of Trust and Effectiveness in Saturated Digital Marketing Karan Thakkar 2025 ?? stran : digital, PDF soubor Vedoucí práce: Martin Machek Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2026 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2026 This Master’s thesis investigates influencer blindness, referring to declining consumer responsiveness to influencer marketing in saturated digital environments. The study examines the effects of perceived content oversaturation and inauthenticity on consumer disengagement and perceived ineffectiveness of influencer marketing, while exploring platform-specific differences in these relationships. A mixed-methods approach was adopted, combining a quantitative survey of 218 social media users in the Czech Republic with supplementary semi structured interviews involving marketing professionals and content creators. Quantitative data were analysed using regression and mediation analyses, supported by qualitative thematic analysis and pattern matching. The findings reveal that content fatigue and cognitive dissonance significantly mediate the relationship between influencer content characteristics and influencer blindness. Qualitative insights further suggest that platform norms, content formats, and algorithmic dynamics shape variations in audience engagement and perceived effectiveness. The study contributes to understanding the erosion of influencer marketing effectiveness and highlights the importance of platform-sensitive and authenticity-driven strategies. Způsob přístupu: Internet management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas influencer blindness content fatigue platform differences influencer marketing disengagement oversaturation cognitive dissonance perceived ineffectiveness Machek, Martin mzk2013753090 ths Stříteský, Václav utb2016897848 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/90641/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/90641 Hlavní práce https://insis.vse.cz/zp/90641/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/90641/posudek/oponent/89018 Oponentura https://insis.vse.cz/zp/90641/priloha/33206 Přiloha k práci https://insis.vse.cz/zp/90641/podrobnosti dc:identifier NEPOSILAT VSKP vse90641 260204 90641