Fashion bloggers influence on consumer behavior

This diploma thesis deals with the phenomenon of Czech fashion bloggers in terms of its impact on consumer buying behavior. It summarizes theoretical knowledge about blog, blogging, buying behavior and marketing communication tools that can be found on blogs. Theoretical knowledge is translated into practice using content analysis of blogs and questionnaire surveys. The aim of the work is to find out whether fashion bloggers have an impact on the consumer's buying behavior and also what marketing communication tool is most important to them. For the coherence of the topic, qualitative research methods are also used in the form of structured interviews with readers of these blogs and bloggers themselves. In conclusion, all the findings from all the analyzes and a brief recommendation for those who think about using the fashion blog as a marketing communication tool are summarized