Social networks represent the media of today. Their main usage is for keeping in touch and relaxation. Number of active users is increasing on a daily basis and there are always new trends. Hashtags were one of those trends a few years ago and today, we encounter them daily using social media. They have changed the way of labelling online content with their appearance. In this thesis, we describe how the first hashtag has occurred, who was the first user and on which platform, and how hashtags work on Twitter, Instagram and Facebook. Those and other social media have become an important marketing media having multiple corporations and organizations as active users. Hashtags are considered an important marketing tool which every company or individual can use for free knowing the correct use of them. For the experimental part, we carried out a survey among active Instagram users asking about their habits using the network and hashtags. The results showed that users, who use hashtags on a regular basis believe, that hashtags have a great influence on the exposure of social media content. We chose one hashtag, based on hashtags most often used by the respondents, for further analysis. Our main focus were hashtags which have the highest correlation with our chosen hashtag and the impact they have on defining content using only hashtags. For further research and more detailed results we should analyse all correlating hashtags and discover further connection between them and carry out a research on practical cases.
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