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Vliv sociálních sítí na chování spotřebitele
 Chovancová, Silvie
CHOVANCOVÁ, Silvie. The impact of social networks on consumer behaviour. Br-no, 2023. Bachelor Thesis. Mendel University in Brno. Thesis supervisor Ing. Lucie Veselá, Ph.D. Social networks are part of almost every teenager's life. This paper is con-cerned with finding the impact of social networking on the consumer behaviour of Generation Z. It also investigates the attitudes of Generation Z towards the fear of missing out (FoMO) phenomenon. The subject of the research was Generation Z's behaviour on social networks, their shopping behaviour, motivation and discour-agement to buy, and last but not least their awareness of the fear of missing out. From the findings, recommendations were made that should help businesses in developing a marketing strategy that is effective in reaching out to Generation Z. These recommendations also include incorporating elements of FoMO.
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3 Chovancová, Simona
2 Chovancová, Světlana
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