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Instagram Marketing (2015–2021): A Review of Past Trends, Implications, and Future Research

Parth Salunke (MICA, India)
Varsha Jain (MICA, India)

Exploring the Latest Trends in Management Literature

ISBN: 978-1-80262-358-1, eISBN: 978-1-80262-357-4

Publication date: 14 November 2022


Instagram is a social media platform that has quickly evolved from a photo-sharing application to a successful marketing tool. It holds various business opportunities, and its rapid growth helps showcase the business offerings. Its innovative use of adverts entices clients, and its visual nature complements the social media marketing strategy. Thus, looking at the dynamic nature and growth of the platform, this chapter outlines the past research trends in the literature of Instagram marketing as the primary objective. This structured review undertakes the study of 76 articles based on defined inclusion and exclusion criteria and analyzes the literature in different contexts. This chapter includes the hybrid review (narrative and framework-based), and findings from the literature highlight a significant influence of Instagram marketing on users. During the brief description of the literature in a different context, the numerous research gaps are outlined with future research directions based on the ADO framework. Lastly, it also presents a broader overview of the managerial and theoretical implications based on the literature of Instagram marketing.



Salunke, P. and Jain, V. (2022), "Instagram Marketing (2015–2021): A Review of Past Trends, Implications, and Future Research", Rana, S., Sakshi and Singh, J. (Ed.) Exploring the Latest Trends in Management Literature (Review of Management Literature, Vol. 1), Emerald Publishing Limited, Leeds, pp. 129-146.



Emerald Publishing Limited

Copyright © 2023 Parth Salunke and Varsha Jain. Published under exclusive licence by Emerald Publishing Limited