The Role of Social Media Influencers in Shaping Consumer Attitudes Towards Online Retail

Kristina Zarić

Bakalářská práce

Abstract:

This thesis examines how social media influencers shape consumer attitudes towards online retailers. Semi-structured interviews were conducted with three influencers and ten consumers, and the data was analysed using thematic analysis, resulting in nine key themes. The findings show that authenticity, credibility and content relevance are key factors in building consumer trust. Retailer credibility, bridging the physical-digital gap and community engagement were also found to be critical for influencer campaign success.

Keywords

Influencer marketing, Social media influencers, Consumer attitudes, Online retail, Authenticity, Consumer trust, Content attributes

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 4. 5. 2026

Obhajoba závěrečné práce

• Obhajoba proběhla 9. 6. 2026
• Vedoucí: Ph.D. Prateek Kalia
• Oponent: Mgr. et Mgr. Tomáš Ondráček, Ph.D.

Masarykova univerzita

Ekonomicko-správní fakulta

Bakalářský studijní program / obor:
Business Management and Finance / Business Management and Finance