Abstract:
This master thesis presents the results of a theoretical and an empirical analysis of the main factors and conditions that contribute to a trend creation and diffusion in the society. It aims to explore, whether consumers play a dominant role in a trend-setting and exercise their power through online social communities, or companies externally alter public opinion and escalate it to the level of a wide-spreading trend. For this purpose, a concept of “social contagion” is taken as a basis for a social behaviour analysis. It has been subsequently applied to the marketing context. Psycho-emotional (social) contagion defines the processes of natural spread of messages and ideas in the society. Understanding its mechanisms and its impact on consumer behaviour can significantly improve the effectiveness of marketing campaigns in today’s world of digital communication. This paper focuses in particular on the food industry as a field of current transition towards a trend of organic and healthy consumption.
