Is marketing communication really a challenge for companies on Instagram?

Abstract

Meeting the challenges of social media is becoming more and more important for companies in the 21 st 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).