Is marketing communication really a challenge for companies on Instagram?

¹ student, J. Selye University, Faculty of Economics and Informatics, Bratislavská cesta 3322, 945 01 Komárno, Slovakia
² student, J. Selye University, Faculty of Economics and Informatics, Bratislavská cesta 3322, 945 01 Komárno, Slovakia
³ Management Department, J. Selye University, Faculty of Economics and Informatics, Bratislavská cesta 3322, 945 01 Komárno, Slovakia

^* Corresponding author: 122111@student.ujs.sk

Abstract

Meeting the challenges of social media is becoming more and more important for companies in the 21^st century. If companies want to be successful, they need to be present not only in the real world but also in the virtual world. With this paper, we would like to help companies in their marketing communication on Instagram. We carried out an international research on the most important factors of Instagram business profile and examined their relationship by correlation analysis. Our results are summarized in a model, which includes several factors that companies must simultaneously consider when following a particular social media strategy. Since we have not discovered big differences among the countries we examined, our model could have been used internationally (primarily by Central European companies).