Návrh typologie uživatelů vybrané sociální sítě

Abstract

The diploma thesis is focused on the design of a typology of Czech users of Instagram social network. This typology was compiled on the basis of the analysis of users attitudes they take in relation to influencers operatig on the mentioned network. Instagram social platform was chosen not only because of its current popularity, but also because of the trend in influencer marketing. The collection of necessary data was carried out using an electronic questionnaire and the subsequent analysis and the design of a typology were performed using the IBM SPSS Statistics statistical program. The research included responses of 193 respondents that were represented by 67.4% women and 32.6% men in 18-34 age category. Based on the analysis of users attitudes, four users segments were created – neutral observers (28.1%), suggestible supporters (38.4%), benevolent followers with their own opition (17.7%) and standoffish followers sensitive to sponsored content (15.8%).