Analysis of Czech influencers activity lifestyle – social media content analysis

Abstract

This bachelor thesis deals with the connection of two phenomena of recent years, namely social media and healthy lifestyle.

In the theoretical part of the work the concept of health and healthy lifestyle is defined as well as the area of social media and their role in everyday life and their connection with a healthy lifestyle. At the same time, the term influencer is characterized, while offering several perspectives from which the addressed phenomenon can be viewed. An example is the characteristics of influencers in their appearance on the internet, the number of their followers and communication between the two parties.

In the practical part, using content analysis, comparison and synthesis, it is described how many and what resources on various types of social media (especially Instagram, YouTube, Facebook and blogs) are currently dealing with the topic of a healthy lifestyle in the Czech Republic, namely in the field of nutrition and sports. It focuses on the quality, frequency and concept of their content and whether there are common elements that accompany these profiles. The work also maps the most frequently applied ad formats and product/brand types that are promoted within influencer marketing in the field of healthy lifestyle.

The research showed that several basic types of influencers presenting on social media can be defined. The first group focuses on a healthy lifestyle in general. Alternatively, with a partial focus on a more specific style of eating or sports. The second group focuses mainly on fitness topics and to a large extent this includes fitness trainers and racers. The third group includes accredited professionals (doctors, nutrition therapists, nutritionists and pharmacists).

Common features and procedures were confirmed in the first two groups of influencers. The largest number of their followers is to be found on Instragram, where they present themselves and their everyday life as an example of good practice, as well as recipes and procedures for exercise. They usually run their own blogs on the website with articles or refer to a video blog on YouTube, where they present tutorials, recipes and advice for eating and also your personal life.

As part of influencer marketing, they mainly promote their own services and products. Paid cooperation with external entities can occur but to a lesser extent and mostly promoting subjects that fit thematically into their content on networks.

The third group of experts has many features in common, but it differs mainly in the fact that its activities on social networks have more features of traditional commercial activity in the online environment. Opinions on a healthy lifestyle are built on a professional and objective point of view, they are based on quality resources and studies, they do not acknowledge any of the extreme approaches to eating such as veganism, low-carb diets, etc. They do not run paid promotion of companies or products on their networks or do so only in exceptional cases.