Impact of Influencer Marketing on Consumer behavior

Simon Robert

Master's thesis

Abstract:

The aim of the thesis is to identify the strengths and weaknesses of influencer marketing, and how it impacts consumer behaviour. Based on the given results, it will provide suggestions and recommendations to maximize its impact. In the master’s thesis, the author tests a series of hypotheses mainly related to influencer marketing seeking to shed brighter light on differences in attitudes caused by fundamental characteristics of people, such as gender and age. For the methodology of the work, the author relies mostly on quantitative methods that are represented by hypothesis testing conducted based on the data collected with the help of a questionnaire with 100 participants. Effectively, the author collects responses with the help of Google Forms platform and tests hypotheses using SPSS application. After conducting his analysis, the author is able to say that his findings are somewhat similar to other relevant articles and research published by academists and agencies, where they conclude that age is in fact a significant factor creating differences in the way how people view influencers and influencer marketing in general, as well as social media platforms. Yet, the author suggests that gender, compared to age, is not such an important factor as the hypothesis testing revealed it.

Keywords

consumer, influencer, marketing, customer, impact, social networks

Language used: English

Date on which the thesis was submitted / produced: 1. 4. 2023

Thesis defence

• Date of defence: 25. 5. 2023
• Supervisor: Ing. Richard Selby, Ph.D.
• Reader: Zdenek Linhart, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Economics and Management