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Instagram Influencer Marketing - the success rate analysis of the promotional posts
Špičková, Martina ; Koudelková, Petra (advisor) ; Ortová, Nina (referee)
With the growing popularity of the social media marketing, every company wants to promote their product as effectively as possible and is aware of a very positive impact of the use of influencer on their communication campaign. The aim of the thesis is to map, with the help of combination of the qualitative and quantitative analysis, the most common elements in promotional posts of influencers on the Instagram platform, which lead to the increased interest of the public. The theoretical part of the thesis is focused on the issues of new media, social media, Instagram application and popular Instagram Influencer Marketing. The research identifies the main and secondary research question and formulates ten hypotheses, one of which could not be proven. In the first phase of the research, several factors were identified, which were analyzed in the second phase of the research and which led to the interpretation of the results of the thesis. On the basis of the conducted qualitative and quantitative research, it can be stated that the most popular with the virtual public are promotional posts from the fashion industry, which are published as unpaid promotion in the form of photography, show a person and do not show the logo of the company being promoted.
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