Analýza klíčových faktorů influencer marketingu značky Giorgio Armani

The thesis examines the influencer marketing of Giorgio Armani cosmetic products. Its aim is to analyze the influencer marketing of the selected brand on the Czech and Slovak market, to determine the key factors and to propose recommendations that will lead to the optimization of this communication tool. This thesis summarizes the existing findings and defines the concepts related to the topic. It introduces the Giorgio Armani brand, its target group and the market situation. To achieve the objectives of the thesis, primary and secondary research was conducted. First, a secondary analysis of L'Oréal's internal data from the influencer marketing software Traackr was completed. Based on the findings, quantitative research was conducted in the form of an online questionnaire survey. Finally, the research questions areanswered and recommendations are formulated for a more effective use of influencer marketing for the benefit of the Giorgio Armani brand.