The Role of Instagram influencers in the Consumer Decision Making Process

Aliaksandra Sonets

Bakalářská práce

Abstract:

The main goal of this study is to understand what impact Instagram influencers have on the decision-making process of consumers. The first theoretical part of the dissertation describes consumer behaviour and the factors that affect it, as well as the decision-making process, its steps, and factors, based on marketing communications in the modern world. The Instagram social network will be discussed as a marketing tool for the specified industry, which is fashion. Instagram accounts of several different types of fashion influencers will be studied in order to understand how they affect the decision-making process about the purchase of their followers.

Keywords

consumer behaviour, marketing, decision-making process, social media, blogger, marketing strategy, content analysis, Instagram

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 14. 4. 2021

Obhajoba závěrečné práce

• Vedoucí: Ing. Lenka Platilová Vorlíčková
• Oponent: Richard Selby, Ing.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program / obor:
Economics and Management / Economics and Management