Abstract: Social media have become an integral part of people's lives worldwide, particularly for students in higher education, most of whom belong to Generation Z. Hence, there is a need for universities to develop technological content adapted to the preferences of today's students. One of the most popular social media platforms is Instagram (IG); however, studies investigating how it can be used to support learning are scant, especially in the context of higher education institutions. Accordingly, using structural equation modelling (SEM), this study analyses the results of a project using IG as a supporting tool that complements traditional lectures to promote learning in a subject in a Bachelor of Business Administration (BBA) degree. The results show that the perceived usefulness of IG is the main predictor of students' satisfaction and perceived learning outcomes. Additionally, they highlight the value of using this social media platform to support and enhance the user-friendliness of courses to increase student engagement in higher management education contexts.

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