Education and Business as a key topics at the Instagram posts in the area of Gamification


  • Ladislav Pilar Faculty of Economics and Management, Czech University of Life Sciences Prague, Czech Republic
  • Pavel Moulis Faculty of Economics and Management, Czech University of Life Sciences Prague, Czech Republic
  • Jana Pitrová Třešňová 1480
  • Petr Bouda Faculty of Economics and Management, Czech University of Life Sciences Prague, Czech Republic
  • George Gresham Davis College of Business, Jacksonville University, USA
  • Tereza Balcarová Faculty of Economics and Management, Czech University of Life Sciences Prague, Czech Republic
  • Stanislav Rojík Faculty of Economics and Management, Czech University of Life Sciences Prague, Czech Republic



gamification, instagram, social network, business, education


The aim of this paper is to examine the communication content of Instagram social network users, on the basis of the hashtags they use relating to gamification and to define communities within the network in the context of education. The results are based on the analysis of  Instagram's worldwide social network. Primary data were collected using a script to capture communication on the social network Instagram. The analysis included Instagram photos selected on the basis of hashtag #gamification (17,994 contributions). The results identify that the most commonly associated expressions with hashtags #gamification are hashtags associated with education and business, especially where startup and innovation are concerned. On the basis of an analysis visually isolated communities with average modularity of 0.506 were identified, which relate to the communication of the gamification on the social network Instagram: 1) Education, 2) Entrepreneurship, 3) Gamification in general, 4) Social and 5) Enjoyment. The benefit of analysis for the education area is to identify the university‘s links between Education and Entrepreneurship and the Teacher and Trust between education and enjoyment.


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    How to Cite

    Pilar, L., Moulis, P., Pitrová, J., Bouda, P., Gresham, G., Balcarová, T. and Rojík, S. (2019) ’Education and Business as a key topics at the Instagram posts in the area of Gamification’, Journal on Efficiency and Responsibility in Education and Science, vol. 12, no. 1, pp. 26-33



    Research Paper