Spotřebitelská síla na internetu. Jak vyjadřují svůj hněv a jeho důsledky pro image značky

The current thesis purpose to gain a more insightful approach on the way consumer behaviourism is seen and observed through modern times based on emotional opinions and remarks. The effect of these opinions through an online platform can give consumers the power to change the way companies see them. The qualitative method was used with in-depth interviews with consumers that live in the modern and technological generation. Results of the research revealed that consumer behaviourism has is affected by emotionally charged responses and ideas. By having a company be forced to listen to the positive and specifically negative opinions of their products has given consumers power they have not seen in years. Tables were used to create an overall pattern of behaviour that was represented by the consumers giving the interview. Overall, the questions that were used created a response that showed just how significant and powerful emotion is in relation to a consumer’s decision.