The purpose of the diploma thesis is to explore what strategies affect brand performance on Instagram. Instagram is a social networking service which is one of the main advertising channels today. In addition to the established brands, there are also many new ones on Instagram. One of them is the brand called Čas za kavo which was created exclusively through Instagram. Through the analysis of the brand's website and its Instagram profile I researched which elements influence the brand image on Instagram based on the strategies of Brad Cameron. As part of my research questions, I explored published content on the website and Instagram, the role of word content and co-creation of content through its followers on Instagram. It was important for my research to understand the concept of mediatization and the role of social networks and brands in everyday life.
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