INSTAGRAM AS AN INFLUENCER MARKETING TOOL IN THE CZECH REPUBLIC

Abstract

Background: Social media has created a new paradigm of how people share and consume in the market. This facilitated the flow of information via media such as Instagram and provided a new area for the development of marketing strategies and trends. Aims: The aim of this paper is to find out how influencers on Instagram reach their audience and to identify which of the communication channels available on Instagram is the most effective to use. The geographical area of this study is narrowed to the Czech Republic market. Methods: To achieve the objective of this paper, a wide range of methods are applied, including observation and benchmarking. Results: The results show that there are numerous ways of communicating with followers on Instagram. Among these, the most effective is sharing the content via posts. Conclusion: As posts last longer at the influencer profile, the marketing effect can be more significant. Implications: Due to that, companies should encourage influencer marketing mainly by sharing the posts on influencers' accounts.