Beyond the filter: Dopad marketingové komunikace na sociálních sítích na body image, well-being a produktivitu

The thesis deals with the influence of marketing communication on body image, well-being, and productivity at work, study, or other activities. Body image refers to the subjective perception of the body that individuals put in context with a general ideal of beauty. This position then creates pressure to change appearance, which can manifest in decreased well-being and the development of psychological disorders and anxiety. This, in turn, is also reflected in performance at work or study. This thesis aims to determine how social media communication impacts body image perception and well-being and how it affects work, study, or other professional performance. In the practical part, I present the methodology, process, limitations, ethics, and interpretation of the result of mixed-methods research based on a questionnaire survey and remote ethnography using a diary method. This study did not find a relationship between negative body image perceptions and time spent on social media. However, the qualitative part shows that negative perceptions of body image do not directly affect productivity, but it could be one factor contributing to developing disturbances and practices that affect productiveness.