Influencer marketing in circular economy

Ing. Esra Kale

Diplomová práce

Anotace:

This thesis aims to investigate the effectiveness of (Instagram) influencer marketing on Generation Z’s sustainable product buying behaviour. In the first part of the thesis, existing literature is reviewed regarding social media and influencer marketing, influencers, Instagram in the influencer marketing context, consumer buying behaviour, Generation Z, circular economy, sustainable products and sustainable buying behaviour. The second part consists of quantitative research: The collected data is discussed against the backdrop of the literature review to figure out to what extent and how Instagram influencers influence Generation Z’s sustainable product buying decision.

Abstract:

This thesis aims to investigate the effectiveness of (Instagram) influencer marketing on Generation Z’s sustainable product buying behaviour. In the first part of the thesis, existing literature is reviewed regarding social media and influencer marketing, influencers, Instagram in the influencer marketing context, consumer buying behaviour, Generation Z, circular economy, sustainable products and sustainable buying behaviour. The second part consists of quantitative research: The collected data is discussed against the backdrop of the literature review to figure out to what extent and how Instagram influencers influence Generation Z’s sustainable product buying decision.

Keywords

Influencer Marketing, Instagram, Generation Z, Circular Economy, Sustainable Products, Consumer Buying Behaviour

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 17. 5. 2021

Obhajoba závěrečné práce

• Obhajoba proběhla 25. 6. 2021
• Vedoucí: doc. Ing. Alena Klapalová, Ph.D.
• Oponent: Ing. Dušan Mladenović, Ph.D.

Masarykova univerzita

Ekonomicko-správní fakulta

Magisterský studijní program / obor:
Business Management / Business Management