Assessing the Effectiveness of Influencers in Digital Marketing

Polina Shelest

Bakalářská práce

Anotace:

The main goal of the presented bachelor thesis is to evaluate the effectiveness of influencers in digital marketing. The theoretical part includes a literature review that explains how influencer marketing serves as a powerful digital marketing tool and describes its various aspects. The practical part is based on a mixed-method approach that includes quantitative and qualitative research. The results of the thesis provide comprehensive insights into the efficiency of collaborations with influencers, highlighting the critical role that authenticity, niche expertise, and strategic cooperation play in attaining the best possible marketing outcomes.

Abstract:

The main goal of the presented bachelor thesis is to evaluate the effectiveness of influencers in digital marketing. The theoretical part includes a literature review that explains how influencer marketing serves as a powerful digital marketing tool and describes its various aspects. The practical part is based on a mixed-method approach that includes quantitative and qualitative research. The results of the thesis provide comprehensive insights into the efficiency of collaborations with influencers, highlighting the critical role that authenticity, niche expertise, and strategic cooperation play in attaining the best possible marketing outcomes.

Keywords

Influencer, digital marketing, social media, consumer behavior, audience engagement, advertisement

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 22. 4. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 16. 6. 2025
• Vedoucí: Ing. et Ing. Veronika Linhartová, Ph.D.
• Oponent: doc. Ing. Hana Bohušová, Ph.D.

AMBIS vysoká škola, a.s.

AMBIS University

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