Abstract
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.
Highlights
One of the influencer agencies states that the amount of funding spent in this area in 2018 was $ 4-7 billion [1]
The data examined clearly show that influencer marketing has a positive effect on consumer involvement in brand communication, influence on brand choice, shaping brand perception and improving customer willingness to publish brand promotional content [24]. 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
Jirka Král's product-related posts were most often focused on IT technologies, which is a matter for both age groups
Summary
One of the influencer agencies states that the amount of funding spent in this area in 2018 was $ 4-7 billion [1]. Other available sources predict further growth in investment in this area. This prediction is confirmed by the fact that in 2018 the number of Instagram users exceeded one billion for the first time. It has been proven that advertising inspires only 30% of users, whereas the trust followers have in influencers is 95%. It is clear from past developments in the industry that the gap between these numbers will widen even further in the future [2]
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