International Journal of Tourism and Hospitality in Asia Pasific (IJTHAP) Vol. 7 No. 1, pp. 1-13, February, 2024 E-ISSN: 2654-7945 P-ISSN: 2685-8800 https://ejournal.aibpmjournals.com/index.php/IJTHAP 1 The Effectiveness of Instagram Advertising for Digital Marketing Strategy: Systematic Literature Review Prahita Sri Rahayuningrat 1 , Gusti Tia Ardiani 2 , Juniar Alisa 3 , Rubiah Sugiarti 4 , Nuryanti Taufik 5 Siliwangi University 1,2,3,4,5 Jl. Siliwangi no 24, Tasikmalaya, Indonesia Correspondence Email: prahita.sri@unsil.ac.id ORCID ID: 0009-0001-3352-8982 ARTICLE INFORMATION Publication information Research article HOW TO CITE Rahayuningrat, P. S., Ardiani, G. T., Alisa, J., Sugiarti, R., Taufik, N. (2024). The effectiveness of Instagram advertising for digital marketing strategy: Systematic literature review. Journal of Tourism & Hospitality in Asia Pasific, 7(1), 1-13. DOI: https://doi.org/10.32535/ijthap.v7i1.2888 Copyright @ 2024 owned by Author(s). Published by IJTHAP This is an open-access article. License: Attribution-Noncommercial-Share Alike (CC BY-NC-SA) Received: 18 December 2023 Accepted: 19 January 2024 Published: 20 February 2024 ABSTRACT This systematic literature review study aims to understand the effectiveness of Instagram advertising for digital marketing. It used online data from Google Scholar and Proquest with the keywords "effectiveness" and "Instagram Advertising," which only uses papers reviewed for research. This study used PRISMA to create a systematic review. A total of 195 journal reviews were processed and then cleaned through specific criteria so that only 19 related papers were taken. From the 19 papers processed, it can be concluded that Instagram advertising is very effective in helping digital marketing. This research is expected to increase understanding for both practitioners and researchers regarding Instagram advertising and the use of PRISMA itself. Keywords: Digital Marketing; Effectiveness; Instagram Advertising; Prisma; Strategy; Systematic Literature Review