Marketing Due Diligence for Instagram as an Example of Social Media Marketing

Abstract

Participating in new regulations and practices that allow people to share their ideas and experiences is one of the most important factors that can be used to improve the effectiveness of individuals' decisions in both the virtual and real worlds as a result of the evolution of communication technologies. Today, customers actively engage in promotions and marketing across multiple media and engage in communication. Individuals' purchase decisions for a commodity or service are influenced by psychological and socio-cultural elements to a greater extent than in the past, as a result of the development of technologies. Moreover, modern consumers learn interactively from marketing communication operations. With the evolution of the media and the active participation of social media in the lives of consumers, businesses have begun to make different marketing decisions, and these amazing and intriguing outcomes have begun to influence individuals' product and service purchase decisions. Because consumption is no longer unilateral, and consumers now influence the marketing methods of firms. The purpose of this study is to analyze Instagram, one of the social media marketing platforms, by determining the situation in the context of relevant literature. It is anticipated that the research results will shed light on the determination of the existing state of marketing knowledge.