o:9788 Entrepreneurial Business on Instagram - the Imperative of Marketing 4.0 en Abstract: The subject of this work is the analysis of the role and importance of the Instagram social network in modern entrepreneurship in the context of Marketing 4.0. The work focuses on the possibilities that Instagram offers as a tool for promotion, brand building and direct communication with consumers. Today, organizations emerge, make changes and disappear from the market scene much more dynamically than we could have imagined a few years ago [1]. The paper explores the role and importance of Instagram as a tool for brand building, communication with consumers and business improvement. Using methods of content analysis, case studies and a review of relevant literature, the strategies of successful entrepreneurs who use Instagram to promote products and services are analyzed. The results show that this platform is an indispensable channel in the implementation of digital marketing. The paper concludes that the presence on the Instagram network is not only a marketing strategy, but also a necessary practice for the success and growth of entrepreneurial ventures in the era of Marketing 4.0. The paper is of an overview character and relies on qualitative analysis and synthesis of the author's existing views, with the use of secondary data sources. The aim of the work is to point out the potential that Instagram offers to future and existing entrepreneurs in order to improve their business and strengthen their market presence. The work is also intended for digital marketers with the aim of helping them define more effective communication strategies with target audiences. Keywords: Instagram; entrepreneurship; marketing 4.0; digital marketing; social networks; influencers; targeted advertising; branding; business strategy; digital communication; online sales. 2026-06-11T08:05:55.003Z 44 yes 46 Danica Golović Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu 0009-0004-3628-9819 Jovana Gardašević Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu person 0000-0002-3239-2083 2025 application/pdf 788226 https://unilib.phaidrabg.rs/o:9788 no yes 16 70 1552253 2025-10-05 Journal of Agronomy, Technology and Engineering Management 8 5 1685 1694 2025