Impact of Social Media Data on Consumer Behavior

Bc. Melika Amini Moghaddam

Diplomová práce

Abstract:

The thesis examines the influence of social media data on consumer behavior, emphasizing marketing insights and informatics applications. The advancement of digital platforms significantly impacts purchasing decisions, brand allegiance, and consumer trust via social media. The study investigates the effect of data-driven strategies—such as user-generated content, targeted advertising, and influencer marketing—on consumer preferences and engagement across various platforms. Influencers, user-generated content, and personalized advertising all shape consumer views and trust. Furthermore, social media developments profoundly affect client relationships with firms in many contexts. The thesis use statistical modelling and analytics to assess behavioral patterns and digital interactions from an informatics perspective. The inquiry aims to examine the capacity of analytics to forecast purchasing trends and evaluate the ethical implications of utilizing consumer data, with the goal of uncovering the impact of social media on modern buying behavior. The aim is to clarify the complex relationship between social media use and consumer decision-making in the modern digital landscape. The results show that user involvement, influencer content, and focused advertising as well as social media interaction all significantly affect customer trust and choices. Data patterns indicate substantial connections between social media presence and purchasing behavior, while qualitative research highlight the essential importance of trust and privacy in consumer perceptions.

Keywords

Trust, Privacy, Social Media

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 3. 4. 2025

Obhajoba závěrečné práce

• Vedoucí: doc. Ing. Tomáš Hlavsa, Ph.D.
• Oponent: Michal Kadlec, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Informatics