Impact of Instagram Algorithms on User Content Preferences and Engagement Patterns: Evidence from a Mixed-Methods Study of Digital Platform Users

Author(s)	Ms. Anusha Reddy, Ms. Mary Eapen, Ms. Juluri Preethi, Dr. Christopher Rajkumar
Country	India
Abstract	This study examines how Instagram’s algorithmic personalization influences user content preferences and engagement patterns over time. Using a mixed-methods approach that combines qualitative interviews with digital marketing professionals and a survey of 354 active Instagram users, the research analyzes the relationship between perceived personalization, algorithm awareness, platform dependency, and behavioural outcomes. The findings reveal that personalization strongly shapes users’ awareness of algorithmic influence, which in turn increases platform dependency and reinforces repeated engagement with similar content. While usage intensity amplifies behavioural effects, digital literacy slightly improves awareness and perceived control. The study concludes that Instagram’s algorithm actively shapes user behaviour rather than merely reflecting existing interests, raising important implications for digital marketing, user autonomy, and content diversity.
Field	Business Administration
Published In	Volume 7, Issue 2, March-April 2026
Published On	2026-03-12

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Advanced International Journal for Research