An Analysis of Products Communicated on Instagram by the Most followed Czech Influencers

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.