The thesis currently covers one of the most popular forms of advertising, online advertising with influencers or so-called influence marketing. I studied the state of influencer marketing through the trust of followers in the influencer, therefore how transparent advertising with influencers affects consumer confidence. I checked this through the theoretical part and the empirical part where I conducted the online survey. With the results of the analysis, I found that followers do not look at how many followers the influencer has, but pay attention to what content he creates. This must match their goals and values. In addition, people recognize the difference between posts if there is an inscription that it is a paid post or not. Nevertheless, they trust posts to the same extent, as they recognize ads only from the descriptions of a post. At the same time, they expressed the importance of the presence of the inscription (in the form of »paid partnership«, »advertisement« or similar) in the social media post which is paid by a company.
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