Influencer marketing na sociální síti Instagram zaměřený na generaci Z

With the increasing number of influencers on Instagram social network and the strengthening of their influence on their followers, the importance of using influencer marketing as a new tool of marketing communication has increased, especially in targeting a Generation Z. Due to recent developments in influencer marketing and permanent changes there are few professional publications and researches on this topic. The aim of this bachelor thesis was to provide recommendations to companies regarding the effective use of influencer marketing as a tool to promote their products for the target group of Generation Z. The practical part of the work dealt with the research in the form of a questionnaire survey on the perception of influencer marketing. The results of the analysis showed which types of influencers are most suitable for targeting the Z generation, what factors support the success of the promotion and how the Z generation will be affected by the publication a sponsorship of content.