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Novodobí názoroví vůdci a jejich vliv na spotřební chování teenagerů / Modern opinion leaders and their influence on adolescent consumption behavior

The main topic of this master thesis is modern opinion leaders and their influence on consumption behavior of teenagers. The aim of the thesis is to characterize the opinion leaders of the modern age, to analyze their area of influence and to derive their influence on the consumer behavior of adolescents. The partial aim of the master thesis is the comparison of boys and girls. In the theoretical part, opinion leaders are defined, as well as their social networking and their influence in the marketing purposes. The consumer behavior of teenagers and the types of opinion leaders who influence them are described in detail. The practical part deals with social media influencers and determines the degree of their influence on teenagers' purchases. The actual research was carried out through questionnaire surveys and group discussions.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:359174
Date January 2017
CreatorsBudinská, Alžběta
ContributorsKoudelka, Jan, Pešek, Ondřej
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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