INSTAGRAM AS A SOURCE OF NEW REALITY: ANALYSIS OF DIGITAL INSTAMARKETING CONTENT USED BY MCDONALD´S
INSTAGRAM AS A SOURCE OF NEW REALITY: ANALYSIS OF DIGITAL INSTAMARKETING CONTENT USED BY MCDONALD´S

Summary/Abstract: Social media as source of reality interpretation meaings represents a vast platform which mediates human interaction and communication based on diverse multimedia content. This fact is the base for our focus on the visual oriented social network - Instagram. We have specified the selected elements of the digital content of the global lovebrand McDonals´s through the method of mixed qualitative-quantitative content analysis. The analysis was concentrated on the form of visual content as well as on the position of hashtags as textual elements of instamarketing. The subject of the analysis were two Instagram profiles – local McDonald´s Slovakia and the McDonald´s global profile with origin in the USA. Although in terms of frequency of new contributions we do not consider Instagram as the primary McDonald´s communication medium, the results indicate that it is a medium important for building a community based on the shared interest in gastronomy. It is a community important in the connection of actual phenomenon of foodists. The evidence are the results of hashtags analysis, while McDonald’s Slovakia uses this communication more intensively as well as the ability to build a community through hashtags. In terms of strategy, different tactics are applied across profiles. While McDonald´s Slovakia publishes static pictures only, a global profile uses primarily video posts.

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