SOCIAL MEDIA MARKETING: A LITERATURE REVIEW ON THE EXAMPLE OF INSTAGRAM

Abstract

Purpose: 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. Materials and Method: Document analysis, one of the qualitative research methods, was used in the research. As the working document of the research, within the scope of the purpose of the research, national and international publications in the literature related to the keywords "social media", "social media marketing", "Instagram", "Instagram marketing" were discussed. The content analysis of the studies found in the relevant research literature is offered. Findings: Consumers increasingly actively participate in promotions and marketing across multiple media platforms and communicate. Individuals' purchase decisions for a product or service are increasingly influenced by both psychological and socio-cultural elements, as a result of the development of technologies. In the relevant literature, it has been discovered that modern consumers obtain information interactively through marketing communication efforts, which is related to the active role social media play in consumers' lives. Results: As a result, businesses began to make new marketing strategies, and eventually, these astonishing and intriguing outcomes began to influence individuals' product and service purchasing decisions. Because consumption is no longer unilateral, and consumers now influence the marketing methods of firms. It is anticipated that the research results will shed light on the determination of the existing state of marketing knowledge.