Mediální plánování a uživatelská angažovanost u profilů vysokých škol na Instagramu

The purpose of this research is to find and evaluate the impact of selected aspects of media planning on user engagement on university Instagram accounts and the role of the type of university. Relationships and directions of relationships between the studied constructs and formulated research assumptions are based on the literature review. This thesis investigates how Instagram post publishing frequency, its scheduling and timing, format and colours impact liking and commenting on university Instagram posts. It also scrutinizes how these relationships are affected by the popularity of a university Instagram account, type of university, and time period. This quantitative research is based on primary real data collected from the official Instagram accounts of universities operating in the Czech Republic. It was found that the effects of different aspects of media planning on liking and commenting not only differ in their strength, direction and significance, but even in some cases differ in their (non)presence. Furthermore, discrepancies in results at different levels of research granularity were revealed. It was also found that the popularity of a university Instagram account, type of university, and time period moderate the impacts of particular aspects of media planning on Instagram user engagement, i.e., these constructs act as quasi-moderators in the relationship between media planning and user engagement. This research is original, provides new relevant insights, and thereby contributes to a comprehensive understanding of the factors influencing user engagement with university Instagram posts, hence expanding the current state of knowledge.