| Abstract [eng] |
172 pages, 3 charts, 174 pictures, 178 references. The aim of the thesis – to evaluate the impact of rational and emotional advertising appeals spread by influencers on consumers’ intention to buy a high-involvement product. The work consists of three main parts; the analysis of literature, the research and its results, conclusion and recommendations. The first part of the thesis examines the marketing characteristics of influencers, analyzing the concept of advertising appeals and the motives behind their use in advertising. The second and third parts of the study focus on assessing the impact of rational and emotional advertising appeals conveyed by influencers on consumers' purchase intention for high-involvement products. The research concludes with findings and recommendations, providing valuable insights from both theoretical and practical perspectives. |
