Abstract:

The marketing communication via social networks is undoubtedly an essential part of higher education institutions. Through it increases the ability of the university to attract and retain students what is very important for the existence of the university. One of these social communication channels is Instagram, which can quickly influence especially young people who are the target group for universities. However, in order to make this method of communication successful it is necessary to know the important facts about the behaviour of young people themselves in this social network. In order to identify these key factors of successful communication through this channel, research was conducted. Because in today's competitive struggle it is important for every university to attract new students, the research was aimed at high school students who are potential applicants for university.