Změna vnímání influencer marketingu mileniály po vypuknutí pandemie COVID-19

This master's thesis focuses on the topic of influencer marketing as part of the brand's communication strategy. The study examines and identifies the impact of the COVID-19 pandemic on the influencer marketing on social networks. It further aims to examine the change of interests of the Czech generation Y consumers during the pandemic and possible future consequences of these changes for influencer marketing. Secondary sources are used to evaluate the changes and primary data are obtained by quantitative method. In the online survey, respondents answered questions that addressed primarily the concept of the Influencer marketing before and after the COVID-19 pandemic, their perception of the impact of the pandemic, the relationship between influencers and users, and overall changes in social media perceptions. From the research results, marketing recommendations were derived for both influencers and companies that use influencer marketing method of communication in their marketing strategy.