Digital Marketing and Technology Trends: Systematic Literature Review on Instagram

Instagram has experienced tremendous growth in recent years, becoming one of the most popular social networks in the world. Since its launch in 2010, it has grown from 1 million users in its first two months to more than 1 billion monthly active users today. It is estimated that 90% of users follow at least one company on Instagram, which has led many brands to use the platform as a key tool for their digital marketing strategy. Starting from this reality, the objective of this research is to offer an updated view of the field of study, methodology, and common terms related to research concerning the use of Instagram as a marketing strategy. To this end, a systematic literature review (SLR) is addressed in Scopus, a database in which 264 articles indexed from 2015 to 2023 were identified. The results show that the main fields of study interested in Instagram are business and computer science. At the same time, it is identified that the methodology preferred by researchers is content analysis, with the term “influencer” being one of the most frequent ones in the research. The conclusions emphasize the researchers’ interest in delving into user behaviors, as well as their motivation when deciding on brands.