Analýza digitálních marketingových aktivit Temu a jejich vnímání spotřebiteli

The thesis focuses on the analysis of digital marketing activities of the Chinese e-commerce platform Temu and their perception by Czech consumers. Within a short period, Temu has gained significant attention due to a combination of extremely low prices, large-scale advertising campaigns, and intensive presence in the digital environment. The aim of the thesis is to identify the platform’s key marketing tools and assess how these strategies influence consumer behavior and user attitudes. The theoretical part defines essential concepts of digital marketing, consumer behavior, and ethics in the online space. The practical part combines content analysis of Temu’s communication channels, a SWOT analysis, and a quantitative questionnaire survey among Czech internet users. The results show that Temu’s advertising has a strong reach but is often perceived as coercive and untrustworthy, particularly due to the use of pressure-based and manipulative tactics. This thesis serves as a case study of aggressive digital marketing in the Czech market and contributes to the discussion on the impact of such practices on consumer trust and the competitive landscape in e-commerce.