The aim of this thesis is to research the connection between integrated marketing communication and its affection on the Instagram users. It determines how these activities contribute to the purchase of products and services and to what extent customers are aware of them. An online survey was conducted in the form of a sponsored advertisement on Instagram involving over 500 Instagram users, and after the survey, a focus group of six members was gathered, who, in addition to the results of the previous survey, contributed to the research and gave insight into feelings, opinions and attitudes user. This paper found that Instagram and the advertising tools used have a very high impact on users as well as their purchasing decision. Users have been found to be consuming content that was shown to them more than they thought, and that most of their purchases were inspired by content from Instagram. It is evident that therefore consumerism is created, trends are quickly changed and customer dissatisfaction is observed. Research results have shown that users follow a variety of companies, appreciate those who interact with their followers, often feel very insecure because their searches and interests return in the form of an ad that accompanies them.