Jak vnímání influencerů ovlivňuje spotřebitelské chování mileniálů a generace Z

This bachelor thesis examines the influence of influencer perception on the consumer behavior of Millennials and Generation Z. The main aim of the thesis is to understand the specifics of using influencer marketing in communication with these generations and to identify the characteristics of influencers that affect their decision-making. The theoretical part is based on academic literature focused on influencer marketing, consumer behavior, and generational theory. The empirical part is based on qualitative research, specifically semi-structured interviews conducted with eight respondents, followed by content analysis of the collected data. Based on the analysis, key factors influencing the perception of influencers and their impact on consumer behavior were identified. Based on the findings, recommendations were formulated for companies that intend to use influencers as part of their marketing campaigns. These recommendations focus primarily on the long-term use of influencer marketing as part of a communication strategy, careful selection of influencers based on their alignment with the target audience and their reputation, tailoring content to the differing expectations of Generations Y and Z, and promoting forms of collaboration that appear authentic and transparent while simultaneously helping consumers make purchasing decisions.