Využití influencer marketingu ve vybrané společnosti

The bachelor thesis covers influencer marketing and its application in the selected company Footshop. The aim of the thesis is to understand how the target group perceives the current use of influencers for the company's communication with customers. The thesis is theoretical and practical, the theoretical part defines marketing and new trends, which include influencer marketing. In the practical part, Footshop is introduced, its analysis and approaches to the application of influencers and social networks are analysed. The research was conducted using a questionnaire survey. The results showed not only how the target group perceives influencers in relation to marketing communication, but also the differences in perception of influencer marketing depending on the selected variables. Finally, recommendations and suggestions that emerged from the questionnaire survey were given.