Vliv influencer marketingu na angažovanost zákazníků

The goal of this master's thesis is to identify what impact influencer marketing has on customer engagement on social media platforms in the Czech and Slovak markets in the selected brand. In the beginning, a literature review on the topics of customer engagement, social media marketing and influencer marketing is laid out using relevant studies. This thesis is based on primary quantitative research in the form of an online survey aimed at social media users. The chosen brand for this thesis is MyProtein, because of its use of influencer marketing strategies. The results of the conducted research are analysed to answer the research questions, which further maintain the direction for achieving the purpose of this thesis. Limitations are discussed at the end of the thesis, along with a conclusion of the results aiming to meet the goal of the thesis.