Empirical studies of visual popular culture

This thesis examines how the personal brand of influencers on Instagram affects the decision-making processes of Generation Z and how it is reflected in their user attitudes and everyday practices on this social platform. It focuses particularly on how young people perceive the trustworthiness, authenticity, transparency, and relevance of recommended products, and how these factors shape their values, attitudes, and purchasing behavior. The research uses a qualitative design (semi-structured interviews and thematic analysis), which enables the identification of key aspects of influencer perception in the Czech context. The results show that for Generation Z, emotional connection, shared values, and open communication from influencers are crucial. The thesis offers recommendations for more effective marketing strategies and contributes to a deeper understanding of Generation Z’s digital behavior in the context of social networks.