Kritéria firem pro výběr influencerů na sociálních sítích

This diploma thesis deals with the criteria for selecting influencers on social networks. Their growing number offers more options for companies, but at the same time increases the risk of choosing an inappropriate influencer who can harm the company, and therefore part of the selection, as one of the phases of influencer marketing, must not be underestimated. The aim of this paper is to find out from companies that use influencer marketing as a communication tool which criteria in the selection of influencers are crucial for them. The theoretical part defines the concepts and findings from specialized articles and literature related to the subject matter with the greatest emphasis on influencer marketing and especially on influencers themselves, but also on the positives and negatives of being an influencer as an attractive job for many people today. Qualitative research was used to fulfill the aim of the thesis. This was conducted through individual in-depth semi-structured interviews with representatives of companies in the marketing department who are involved in influencer marketing. Based on the research, six main criteria were identified that firms focus on most when selecting influencers - brand fit, demographics, reach and engagement, content quality, number of collaborations and credibility.