Vliv influencerů na chování spotřebitele v České republice v letech 2021 až 2022

This bachelor thesis is about influencers and their influence on consumer behaviour in the dermocosmetics industry. The aim of the thesis is to investigate to what extent and how influencers affect consumer behaviour and buying habits and how these campaigns affect firms' profits and the national economy. The theoretical part describes the phenomena that influence consumer behaviour, such as nudge heuristics, herding behaviour and others. The practical part is devoted to a real-life comparison of data from the dermocosmetic environment and an analysis of the impact of influencers on consumers and the national economy. The paper concludes that influencers have an impact on consumer behavior as a whole, but goes on to specify which group of consumers are affected by which influencers.