MARKETING COMMUNICATION STRATEGY TO DEVELOP AN AUDIENCE ON INSTAGRAM SOCIAL NETWORK
MARKETING COMMUNICATION STRATEGY TO DEVELOP AN AUDIENCE ON INSTAGRAM SOCIAL NETWORK
Author(s): Monika Stanková, Martin KuchtaSubject(s): Transformation Period (1990 - 2010), Present Times (2010 - today), Marketing / Advertising, ICT Information and Communications Technologies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: communication strategy; digital marketing; Instagram; marketing audience; social media;
Summary/Abstract: Increasing importance of Instagram as a critical distribution channel of created content exerts pressure on audience development for commercial entities. The main aim of the article is to identify, analyse and practically test the possibilities of building an audience on the commercial profile of Instagram social network. The expected result is a proposal of a content communication strategy which main focus is the continuous growth of a quality audience created from target group defined by the owner of a commercial profile.
Journal: Megatrendy a médiá
- Issue Year: 6/2019
- Issue No: 1
- Page Range: 595-614
- Page Count: 20
- Language: English