Influencer marketing na sociální síti Instagram

This thesis studies the influencer marketing on a popular app, Instagram. With the focus being paid mainly towards the Czechoslovak scene. The aim of this thesis is to analyse the current situation of influencer marketing in the Czech Republic and Slovakia. The bachelor thesis is divided into two parts – theoretical and practical. The theoretical part presents the history of social media and the current online social media. A popular social media app called Instagram is described in more detail regarding its history, graphic user interface and different functions. Subsequently, influencer marketing and the term influencer are defined, the different types of influencers and their collaborations with companies are also described. Finally, the legal regulation of influencer marketing in the Czech Republic is introduced. In the practical part of the work, research questions are set, the analysis of influencer marketing on the Czechoslovak Instagram scene is performed from two different viewpoints. Regarding the point of view of a common Instagram user, there is a questionnaire survey. The influencers’ points of view were acquired through personal interviews. The results of the research are then evaluated in the discussion and the research questions are also answered there. The analysis shows what stance do Instagram users take on influencer marketing. The analysis also demonstrates how the stances of the users shift based on their age. Finally, it reveals on what aspects of influencer marketing do the influencers themselves agree and disagree upon.