Vliv influencer marketingu na vnímání značky - případová studie Yes Krabičky

This bachelor’s thesis examines the influence of influencer marketing on brand perception. The aim of the thesis is to determine how influencer marketing affects brand perception through a case study of selected communication campaigns by the company Yes Krabičky, in which influencer marketing was used. To fulfil this aim and answer the research questions, the author employs a combination of qualitative content analysis and quantitative analysis of the company’s internal data from the Shopify, Meta, and TikTok platforms. The research compares the impact of influencer marketing on brand building in campaigns featuring influencers Petr Švancara and Martin Mikyska. The results show that a campaign based on authenticity, storytelling, and strong value alignment (Švancara) generates high customer retention and quality interactions, effectively strengthening the relationship with the brand. In contrast, a discount-driven campaign featuring a macro-influencer (Mikýř) achieves record acquisition and high reach but provides significantly less consistent value for brand building and loyalty. The analysis further disproves the theoretical assumption that influencer messaging leads to higher sales compared to messaging from the company itself. In conclusion, the author formulates recommendations for Yes Krabičky to use authentic influencer content for long-term and meaningful brand building, while deploying viral creators only tactically to drive short-term order increases.