Marketingová komunikace jako nástroj sociálního marketingu v prevenci obezity u dospívajících

Adolescent obesity was presented in the thesis as a significant public health challenge associated with changes in lifestyle, digital environments, and eating habits among the adolescent population. The thesis focused on the use of marketing communication within social marketing as a tool for obesity prevention and for promoting healthier behaviour among adolescents. The main aim of the thesis was to identify which forms of marketing communication are perceived by adolescents within the obesity range as attractive and relevant in relation to changes in eating habits and obesity prevention. The theoretical part was based on the concepts of social marketing, behavioural economics, and the psychological specifics of adolescence. Particular attention was devoted to digital marketing, influencer marketing, nudging, and gamification, as well as to the influence of social norms, peer groups, and obesogenic environments on adolescent decision-making. The practical part was conducted through qualitative research using semi-structured interviews with eight adolescents within the obesity range. The collected data were analysed using thematic analysis according to Braun and Clarke, while the research reflected research questions focused on preferences regarding communication messages and barriers to their acceptance. The findings showed that respondents reacted positively mainly to authentic, visually attractive, and non-authoritative communication that respected their need for autonomy and social belonging. In contrast, they perceived moralising messages and formal or untrustworthy campaigns negatively. Based on the findings, recommendations were formulated aimed at more effective use of digital tools, influencer marketing, and behavioural principles in prevention campaigns targeting the adolescent population.