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Body image and it’s use in marketing communication on social media
Poláková, Adriana ; Vávra, Oldřich (advisor) ; Krupiková, Michaela (referee)
In modern society is developed pressure, to look perfect in any circumstances. In advertisements, media, and now much more often in social media is presented ideal body image, protopyte of beaty, that many people chase. Mail goal of this thesis is to ascertain dependency of body image on customers shopping behavior. This thesis is focused on young generation, that is in great extent affected, not just in socialization, by modern technology. That is why additional goal of this thesis is to confirm effect of social media on perception of the ideal of beaty and its presentation by models and celebrities in ad campaign. In theoretical part is background knowledge of marketing communication, which includes social media. Also desribed body image and consumer´s behaviour. In practical part is quantitative research done by secondary and primary research. Qualitative research is processed through semistructured interview.
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