|Abstract:||We live in the digital era, which is characterized by the rapid spread of innovations among users and by implementation of constant changes. Today the World Wide Web is a fundamental source of information. In the last few years, we have witnessed the phenomenon on the World Wide Web - social networks - which allow users a whole range of different services, from interaction with friends, sharing different content, search information and trends, etc.
Research shows that the fastest growing social network in the world is Instagram, which has, in the 6 years since its establishment, exceeded 400 million active users. The aim of research is to determine the characteristics of social network Instagram, which contributed to the fact that Instagram has even exceeded the success in growth of social media giant – Facebook.
To study the success of social network Instagram is suitable to use Rogers' theory of diffusion of innovation. Diffusion of innovation theory seeks to explain how, why and under what conditions, new ideas and technologies spread among members of a social system. Professor Everett Rogers defined four fundamental elements that affect the process of diffusion of innovation, that is innovation, time, communication channels and the social system, which will be explored in the case of social network Instagram.
Lately, we can notice big popularity of the network among companies, since they are using the network as a communication channel to spread information about innovation. In this part of the research the social network Instagram will be studied as a communication channel, while it will be determined whether the use of the network by companies affects the increase of adoption of innovations and if it is a convenient communication channel for companies. In addition, it will be determined the role of opinion leaders on social network Instagram and their impact on the adoption of innovations.|