“…In addition, social networks are a great source of inspiration (Rieger and Klimmt, 2019) and even important information, including health-related (Maglalang et al, 2020) or emergency information (Kim and Hastak, 2018). For companies, social networks are not only an important tool for marketing communication, building and maintaining relationships (Akar and Dalgic, 2018;Fedorko et al, 2018) but can also have an impact on their innovation potential resulting from social media interactions between an enterprise, its customers and suppliers, various communities, and even The social network Instagram specializes in visuals (Guizzo, Canale, and Fasoli, 2021), and is perceived as attractive mostly to younger users, especially women, who appraise images and video sharing (Djafarova and Rushworth, 2017). During the COVID-19 pandemic, and due to the lockdown policies, both people and organizations have become more active on social media (Blažević Bognar and Pleša Puljić, 2022; Zarei et al, 2020).…”