Impact of Instagram as a tool of Social Media Marketing

Abstract

The main purpose of this research study is to analyze and investigate the impact of social media application viz: Instagram as a marketing tool. Qualitative research has been used for this research study. This study relied on qualitative research methods. The current analysis is based on 15 prior studies which were published between 1990 to 2019 and which used data from those earlier investigations. Instagram has a far greater user engagement rate than Facebook and Twitter. Most well-known companies have an active Instagram presence and utilize it extensively in their marketing strategy. The results of the study depict that the in general social media marketing relies heavily on Instagram. The change in consumer behavior toward online buying has compelled marketers to keep up-to-date with those utilizing social media to promote their businesses, and customers may quickly interact with them through Instagram messages if they have any questions about their purchase. Key Words: Social media, Instagram, Marketing