The Effectiveness of Influencer Marketing GymBeam and proposal for its improvement

This bachelor's thesis examines the effectiveness of influencer marketing for the GymBeam brand in the Czech market and proposes improvements to its current strategy. The main objective of the thesis was to assess whether and how the existing influencer marketing strategy influences consumer behaviour and to analyse its authenticity. The theoretical part defines the differences between traditional and digital marketing, characterises online communication tools, and provides a detailed analysis of influencer marketing, including influencer typology, effectiveness measurement, and current trends. The GymBeam brand is then introduced through its marketing mix, SWOT analysis, and competitive environment, including its current influencer strategy in the Czech market. The practical part includes a comparative analysis of GymBeam's influencer strategies across the Czech Republic, Slovakia, Poland, and Hungary. The practical part also includes quantitative research in the form of a questionnaire survey examining the perception of influencers promoting GymBeam and their influence on the purchasing behaviour of Czech consumers. The results indicate that influencer marketing primarily fulfils its role in building brand awareness, while its direct impact on purchase decisions remains limited. At the same time, respondents display conditional trust in influencers, based more on perceived authenticity than on number of followers. Based on these findings, recommendations were formulated focusing on expanding the influencer portfolio, developing educational content, and modernising the brand's visual communication.