USING SEMANTIC ANALYSIS TO UNDERSTAND THE BEHAVIOUR OF INFLUENCERS
USING SEMANTIC ANALYSIS TO UNDERSTAND THE BEHAVIOUR OF INFLUENCERS

Summary/Abstract: The authors of this paper deal with the topic of fitness industry in the context of social media. They emphasise the need to analyse the profiles of social media fitness influencers, who have great impact on the buying behaviour of their followers. One method of doing this is to conduct a content analysis of the profiles using the Pentadic analysis, in which analysing five features (a pentad) can help discover influencers’ real motivation for their self-presentation on social media. The authors analyse the Instagram profile of Timea Trajtelová, a famous Slovak fit model. Using the pentadic analysis they identify the ‘pentad ratio’ and find out what motivates her to create the content of her social media profile, as well as the reasons for its massive popularity. The aim of this paper is to analyse the Instagram profile using the Pentadic Analysis and to answer three research questions: 1. What content do fitness social media influencers publish on Instagram? 2. Do they effectively communicate with their followers when presenting goods and services? 3. What is their real motivation for selfpresentation?

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