Vliv digitálního marketingu na spotřebitelské chování při nákupu oblečení u generace Z

This bachelor's thesis focuses on the influence of digital marketing on consumer behavior when purchasing clothing among Generation Z. The aim of the thesis is to examine how digital marketing tools, especially social networks, influencer marketing, online reviews and personalized advertising, are connected to the decision-making process of consumers when purchasing clothing. To achieve the goal, a mixed research method combining a quantitative survey and qualitative semi-structured interviews was chosen. The results collected show that social media represents a key source of inspiration when choosing clothing, with respondents trusting content from regular social media users more than influencers. Online reviews, especially those with photos, also play a significant role. Social media advertising often has a negative impact on respondents, but it can still be linked to impulsive buying behavior. This work provides an overview of significant factors related to Generation Z purchasing decisions and provides recommendations for marketing practice in digital clothing sales.