Vnímání influencer marketingu v oblasti beauty se zaměřením na sociální síť Instagram

Bachelor thesis examines the influence of Instagram influencers promoting the beauty products on the users of this social network and the overall perception of the influencer marketing trend by the target audience. The theoretical part of the work is focused on marketing communication, social media and influencer marketing. The practical part includes the qualitative research in the form of interviews with selected Instagram influencers and the quantitative research in the form of questionnaire survey aimed at the target group of women using the Instagram. This research, composed of both closed and open questions, evaluates the overall perception of influencer marketing by the target audience. Based on the acquired knowledge from the theoretical and practical part of the thesis, a recommendation is proposed on how influencer marketing on the Instagram should ideally look to make its perception of the target audience positive