Vliv influencerů na spotřební chování mileniálů v České republice

The diploma thesis deals with the increasing trend of the usage of influencers in the area of promotion of luxury cosmetics brands and their impact on the purchasing decisions of the Czech Millennials. The thesis is divided into three parts - theoretical, methodological and practical. In the theoretical part are all the relevant concepts that touch the topic defined. Generation Y and its consumption behavior are described, new media, social networks are explained, and at the end of the theory, the concept of luxury is briefly described. Methodology specifies research questions and describes selected research methods. The practical part consists of semi-structured interviews with the three groups that concern this issue – Generation Y, Brand Managers and influencers. The aim of the thesis is to find out whether the influencers have the impact on purchasing decisions of Czech Generation Y in the field of luxury cosmetics. In conclusion, author summarizes the lessons learned from the secondary data retrieval, the interviews conducted, and briefly write recommendations for anyone who is thinking about using of influencer marketing for their business in luxury cosmetics.