| Issue |
SHS Web of Conf.
Volume 90, 2021
International Conference on Entrepreneurial Competencies in a Changing World (ECCW 2020)
|
|
|---|---|---|
| Article Number | 01012 | |
| Number of page(s) | 7 | |
| Section | Stabilization and Development of SMEs in Rural Areas | |
| DOI | https://doi.org/10.1051/shsconf/20219001012 | |
| Published online | 07 January 2021 | |
An Analysis of Products Communicated on Instagram by the Most followed Czech Influencers
Institute of Technology and Business, Faculty of Corporate Strategy, Department of Tourism and Marketing, Nemanická 436/7, 370 10 České Budějovice, Czech Republic
* Corresponding author: kvechova@mail.vstecb.cz
The aim of this contribution is to determine and analyse the types of products the five most followed Instagram influencers in the Czech Republic promoted during the period September 2019 – September 2020. The most followed influencers in 2020 were identified on the basis of the highest number of followers (Leoš Mareš, Petr Čech, Jirka Král, Karolina Kurková and Anna Šulcová). The next step was to calculate the frequency of product-related posts by each influencer according to the individual product types. Based on the data, it can be concluded that the most frequent product-related posts are associated with clothing and accessories, followed by magazines, cosmetics, e-shops, sports, travel, culture, children’s goods or restaurants.
Key words: influencer marketing / influencer / product-related posts / communication / Instagram
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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