INFLUENCER COMMUNICATION ON THE SOCIAL NETWORK INSTAGRAM

Abstract

The topic of influencers has been a widely used word in recent years. It is a person who, through social media networks, influences the target groups of their followers. The aim of this paper is to analyze the communication of selected influencers on the social platform Instagram. Using classification analysis, data on individual influencers are presented. For the sake of interesting results and the proof that the success of an influencer does not only depend on how many followers they have on their profile, the influencers were selected with the help of respondents who assessed them independently. The data were obtained on the social platform Instagram and subsequently processed on the basis of the last five contributions as of April 3, 2020. This work is focused mainly on the number of responses to influencers in the form of likes or comments, furthermore we also calculate what share of their contributions is from 2020, mainly due to the fact that influencers on Instagram started to become known mostly in that year. The statistics of individual Instagram profiles and their subsequent comparison with each other are presented. The results show that it does not entirely depend on how many followers an influencer has, but that it depends more on the quality and impact of individual posts.