SHS Web Conf.
Volume 83, 2020Current Problems of the Corporate Sector 2020
|Number of page(s)||8|
|Section||Economics, Management and Finance|
|Published online||30 October 2020|
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: email@example.com
Meeting the challenges of social media is becoming more and more important for companies in the 21st 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).
© The Authors, published by EDP Sciences, 2020
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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