Instagram: sociological approach to new marketing tools

Rad je podijeljen na dva dijela, kvantitativni i kvalitativni dio. U kvantitativnom dijelu bavili smo se Instagram-om općenito. Zanimalo nas je mišljenje mladih Grada Splita o pet dimenzija podijeljenih u dvije razine: grupnu/društvenu (komunikacijsku i interakcijsku dimenziju, ekonomsku i marketinšku dimenzija i tehničku dimenziju,) i individualnu (motivacijsku i emocionalnu dimenziju). Koristili smo anketu s upitnikom kao mjernim instrumentom. U kvalitativnom dijelu bazirali smo se na ekonomsku i marketinšku dimenziju Instagram-a i koristili smo polustrukturirani intervju. Za uzorak smo odabrali influencerice. U kvantitativnom dijelu rada, upitnikom na uzorku mladih Grada Splita su dobiveni rezultati koji ukazuju na to da je većina mladih ima Instagram te da poznaju njegove postavke jako dobro. Njihovo mišljenje je kako je složenost aplikacije niska, međutim za privatnost kažu da je srednja do visoka. Instagram im služi za razbibrigu i najčešće su aktivni kroz objave iako fotografije mijenjaju većinom na mjesečnoj bazi. Najčešće reagiraju na bliske osobe i to većinom like-om. Najčešće koriste emotikone kako bi iskazali emocije, a rezignirani su nakon pregleda fotografija drugih korisnika. Na Instagram-u provode manje od 1 sata dnevno. Što se tiče hipoteza, od pet postavljenih hipoteza, dvije smo potvrdili. U kvalitativnom dijelu rada, analizom provedenih intervjua s pet influencerica dobili smo, također, zajedničku sliku koju ne možemo generalizirati, ali možemo svakako bolje razumjeti fenomen Instagram-a u službi marketinga. Većina naših influencerica posjeduje profil duže od pet godina dok im u svrhu influencinga služi zadnjih do tri godine. Mišljenje naših influencerica je kako je Instagram iznimno konkurentan u poslovnom svijetu te ima veliku snagu i moć. Kao neke od prednosti navode poznanstva, poslovne suradnje, zaradu, učenje o marketingu, dok kao nedostatke navode nerealnost, nepriznavanje truda, savjetovanje o nečemu što se ne poznaje, gubitak privatnosti...Obzirom da je riječ o „manjim“ mikro profilima ne čudi kako naše sugovornice žele da im je profil personaliziran te pristaju samo na one suradnje koje se uklapaju u njihov životni stil. Kad je riječ o suradnjama, tada možemo govoriti o plaćenim suradnjama i o kompenzacijama. Naše sugovornice dale su nam svoju definiciju influencera/ice: Influencer/ica (utjecatelj/ica) je svaka osoba koja je svjesna sebe, svojih ljubavi i strasti i pretvara to u posao na način da utječe na druge samim iskazivanjem svojih interesa.The study is divided into two parts, the quantitative and qualitative. In the quantitative part, we dealt with Instagram in general. We were interested in the opinion of the youth of the City of Split on the five dimensions divided into two levels: group / social (communication and interaction dimension, economic and marketing dimension and technical dimension) and individual (motivational and emotional dimension). We used a survey with a questionnaire as a measuring instrument. In the qualitative part, we were based on the economic and marketing dimension of Instagram and we used a semi-structured interview. We have selected influencers as a sample. In the quantitative part of the study, a questionnaire on a sample of young people from the City of Split obtained results indicate that that the majority of young people have Instagram and that they know its settings very well. Their opinion is that the complexity of the application is low, however, for privacy, they claim that is medium to high. Instagram serves them as entertainment, and is most often active through posts, though they change their photos mostly on a monthly basis. Most often they react to a close person and mostly with a like. Most often they use emoticons to express emotions, and they are resigned after viewing other users photos. Daily, they spend less than 1 hour. Regarding the hypotheses, of the five hypotheses set, two were confirmed. In the qualitative part of the study, an analysis of interviews conducted with five influencers we got a common picture that we cannot generalize, but we can certainly better understand the phenomenon of Instagram in the marketing service. Most of our influencers have a profile for more than five years while for the purpose of influencing ut to three years. The opinion of our influencers is that Instagram is extremely competitive in the business world and has great strength and power. As some of the benefits, they mentioned acquaintances, business cooperation, earnings, learning about marketing, while deficiencies are cited as unreality, non-recognition of effort, counselling on something unknown, loss of privacy... Given that these are "smaller" micro profiles, it is not surprising that our female interlocutors want their profile personalized so they only agree to collaborations that fit their lifestyle. When it comes to collaborations, we can talk about paid collaborations and compensations. Our female interlocutors gave us their definition of influencer: An influencer is any person who is aware of himself/herself, his / her loves and passions, and turns that into a business by influencing others by expressing his / her interests