Influencer marketing jako nástroj marketingové komunikace: případové studie Loro Oro

This bachelor thesis focuses on influencer marketing as a key tool of marketing communication. The main objective of the thesis is to assess the effectiveness of influencer marketing as a tool of marketing communication and to propose recommendations for more effective online communication through influencers for the selected brand Loro Oro. The theoretical part describes the tools of the traditional marketing mix and emphasizes the transformation of the communication mix due to the development of the internet and social networks. Modern marketing communication tools, especially influencer marketing, are discussed in detail, focusing on their key features and effectiveness. The methodological section includes a description of the research methods used to analyze the effectiveness of influencer marketing for the selected brand, including analytical approaches, observation, and qualitative interviews. The practical part is devoted to a detailed analysis of the use of influencer marketing by the Czech manufacturer of leather handbags and accessories, Loro Oro. Special attention is given to the online strategies of the brand on social networks, where Loro Oro actively collaborates with influencers to promote its products. The analytical part involves collecting and analyzing data from various sources, including social media and websites, and includes direct interviews with the brand's marketing team. Additionally, several in-depth interviews were conducted with the brand's target group, including existing and potential customers, to determine how influencer marketing influences their purchasing decisions. The conclusion of the practical part presents recommendations for improving the use of influencer marketing for the brand Loro Oro. It is recommended to carefully select influencers, not only considering the content and style of their profiles but also their aesthetic appearance, which should correspond with the brand's aesthetics. The analysis showed that the target group prefers creatively processed advertisements in video format. Another recommendation concerns expansion into foreign markets, where it is crucial to adapt content to reflect the cultural and social context of the target market, which increases the likelihood of successful communication and strengthens the authenticity of the brand.