IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v13y2023i4p21582440231211631.html
   My bibliography  Save this article

Exploring Organizational Self-(re)presentations on Visual Social Media: Computational Analysis of Startups’ Instagram Photos Based on Unsupervised Learning

Author

Listed:
  • Yunhwan Kim

Abstract

Presenting oneself visually is an essential part of online behaviors on social networking sites (SNSs), and this is also the case for organizational accounts. Examining organizational self-presentation on their SNS accounts can show the key instruments through which organizations communicate online with the public. Thus, taking startups’ Instagram accounts as examples, this study aims to explore what and how organizations present visually on the photos uploaded to their Instagram accounts. The photos were analyzed in terms of their content, texts in photos, and facial and pixel-level characteristics. Photos and accounts were clustered respectively and resulting clusters were compared as well. The results suggest that text and people are the major objects represented in startups’ Instagram photos. The text presented in the photos was mainly about startups’ efforts to realize social values that can benefit communities by aiding people to do something in a timely manner. Two photo clusters were found: one mainly represented people and people-related words and the other mainly presented texts. Two account clusters were also found: one mainly consists of IT companies that presented texts in their photos and the other mainly consists of human-related services that presented people in their photos. This study can contribute to the body of literature by identifying the visual characteristics of organizational SNS photos and expanding self-presentation research to organizational SNS accounts.

Suggested Citation

  • Yunhwan Kim, 2023. "Exploring Organizational Self-(re)presentations on Visual Social Media: Computational Analysis of Startups’ Instagram Photos Based on Unsupervised Learning," SAGE Open, , vol. 13(4), pages 21582440231, December.
    • Handle: RePEc:sae:sagope:v:13:y:2023:i:4:p:21582440231211631
    DOI: 10.1177/21582440231211631
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440231211631
    Download Restriction: no
    File URL: https://libkey.io/10.1177/21582440231211631?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Sahaym, Arvin & (Avi) Datta, Avimanyu & Brooks, Stoney, 2021. "Crowdfunding success through social media: Going beyond entrepreneurial orientation in the context of small and medium-sized enterprises," Journal of Business Research, Elsevier, vol. 125(C), pages 483-494.
    2. Andrea N. Geurin-Eagleman & Lauren M. Burch, 2016. "Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation on Instagram," Sport Management Review, Taylor & Francis Journals, vol. 19(2), pages 133-145, April.
    3. Christian Rudeloff & Stefanie Pakura & Fabian Eggers & Thomas Niemand, 2022. "It takes two to tango: the interplay between decision logics, communication strategies and social media engagement in start-ups," Review of Managerial Science, Springer, vol. 16(3), pages 681-712, April.
    4. Jose Ramon Saura & Pedro Palos-Sanchez & Antonio Grilo, 2019. "Detecting Indicators for Startup Business Success: Sentiment Analysis Using Text Data Mining," Sustainability, MDPI, vol. 11(3), pages 1-14, February.
    5. Chunhui Yuan & Haitao Yang, 2019. "Research on K-Value Selection Method of K-Means Clustering Algorithm," J, MDPI, vol. 2(2), pages 1-10, June.
    6. Linus W. Dietz & Avradip Sen & Rinita Roy & Wolfgang Wörndl, 2020. "Mining trips from location-based social networks for clustering travelers and destinations," Information Technology & Tourism, Springer, vol. 22(1), pages 131-166, March.
    7. Shiwangi Singh & Akshay Chauhan & Sanjay Dhir, 2019. "Analyzing the startup ecosystem of India: a Twitter analytics perspective," Journal of Advances in Management Research, Emerald Group Publishing Limited, vol. 17(2), pages 262-281, November.
    8. Klostermann, Jan & Meißner, Martin & Max, Alexander & Decker, Reinhold, 2023. "Presentation of celebrities’ private life through visual social media," Journal of Business Research, Elsevier, vol. 156(C).
    9. Shiwangi Singh & Akshay Chauhan & Sanjay Dhir, 2019. "Analyzing the startup ecosystem of India: a Twitter analytics perspective," Journal of Advances in Management Research, Emerald Group Publishing Limited, vol. 17(2), pages 262-281, November.
    10. Jung, Sang Hoon & Jeong, Yong Jin, 2020. "Twitter data analytical methodology development for prediction of start-up firms’ social media marketing level," Technology in Society, Elsevier, vol. 63(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sikandar Ali Qalati & Dragana Ostic & Gu Shuibin & Fan Mingyue, 2022. "A mediated–moderated model for social media adoption and small and medium‐sized enterprise performance in emerging countries," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(3), pages 846-861, April.
    2. Johnson, Nathan & Turnbull, Benjamin & Reisslein, Martin, 2022. "Social media influence, trust, and conflict: An interview based study of leadership perceptions," Technology in Society, Elsevier, vol. 68(C).
    3. SZIKSZAI-NÉMETH Ketrin, 2020. "Personal Branding In Team Sports Marketing," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 416-424, July.
    4. Vasile-Daniel Păvăloaia & Elena-Mădălina Teodor & Doina Fotache & Magdalena Danileţ, 2019. "Opinion Mining on Social Media Data: Sentiment Analysis of User Preferences," Sustainability, MDPI, vol. 11(16), pages 1-21, August.
    5. Shiwangi Singh & Sanjay Dhir, 2019. "Structured review using TCCM and bibliometric analysis of international cause-related marketing, social marketing, and innovation of the firm," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 335-347, December.
    6. Qalati, Sikander Ali & Yuan, Li Wen & Khan, Muhammad Aamir Shafique & Anwar, Farooq, 2021. "A mediated model on the adoption of social media and SMEs’ performance in developing countries," Technology in Society, Elsevier, vol. 64(C).
    7. Heller, Yuval & Tubul, Itay, 2023. "Strategies in the repeated prisoner’s dilemma: A cluster analysis," MPRA Paper 117444, University Library of Munich, Germany.
    8. Cervantes-Zacarés, Desamparados & Martí-Sánchez, Myriam & Pascual-Soler, Marcos & Berné-Martínez, José-Miguel, 2023. "The relevance of crowdfunding in the entrepreneurial framework from a specialized media perspective," Journal of Business Research, Elsevier, vol. 158(C).
    9. Nguyen, Phan Dinh & Tran, Lobel Trong Thuy & Baker, John, 2021. "Driving university brand value through social media," Technology in Society, Elsevier, vol. 65(C).
    10. Srivastava, Saurabh & Singh, Shiwangi & Dhir, Sanjay, 2020. "Culture and International business research: A review and research agenda," International Business Review, Elsevier, vol. 29(4).
    11. Chao Yan & Yao Yan & Zhiyu Wan & Ziqi Zhang & Larsson Omberg & Justin Guinney & Sean D. Mooney & Bradley A. Malin, 2022. "A Multifaceted benchmarking of synthetic electronic health record generation models," Nature Communications, Nature, vol. 13(1), pages 1-18, December.
    12. Maria Elisavet Balta & Thanos Papadopoulos & Konstantina Spanaki, 2024. "Business model pivoting and digital technologies in turbulent environments," Post-Print hal-04513406, HAL.
    13. Peter Konhäusner & Marius Thielmann & Veronica Câmpian & Dan-Cristian Dabija, 2021. "Crowdfunding for Independent Print Media: E-Commerce, Marketing, and Business Development," Sustainability, MDPI, vol. 13(19), pages 1-17, October.
    14. Hyunwoo Hwangbo & Jonghyuk Kim, 2019. "A Text Mining Approach for Sustainable Performance in the Film Industry," Sustainability, MDPI, vol. 11(11), pages 1-16, June.
    15. Lowai G. Abed & Mohaned G. Abed & Todd K. Shackelford, 2023. "Interpersonal Communication Style and Personal and Professional Growth among Saudi Arabian Employees," IJERPH, MDPI, vol. 20(2), pages 1-10, January.
    16. Cuomo, Maria Teresa & Tortora, Debora & Colosimo, Ivan & Ricciardi Celsi, Lorenzo & Genovino, Cinzia & Festa, Giuseppe & La Rocca, Michele, 2023. "Segmenting with big data analytics and Python: A quantitative exploratory analysis of household savings," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    17. Bär, Sören & Benkel, Cathrin & Bezold, Thomas & Biebl, Petra & Breuer, Markus & Budzinski, Oliver & Chatrath, Stefan & Daumann, Frank & Faulstich, Sebastian & Feddersen, Arne & Frick, Bernd & Gassmann, 2023. "Wettbewerb und Wettbewerbspolitik im Sport: Sammelband zur 25. Jahrestagung des Arbeitskreises Sportökonomie," KCV Schriftenreihe, FOM Hochschule für Oekonomie & Management, KCV KompetenzCentrum für angewandte Volkswirtschaftslehre, volume 7, number 282198 edited by FOM Hochschule für Oekonomie & Management, KompetenzCentrum für angewandte Volkswirtschaftslehre (KC.
    18. Zhang, Yanquan & Chang, Ruidong & Zuo, Jian & Shabunko, Veronika & Zheng, Xian, 2023. "Regional disparity of residential solar panel diffusion in Australia: The roles of socio-economic factors," Renewable Energy, Elsevier, vol. 206(C), pages 808-819.
    19. Feng Chen & Jian Ding & Mochou Li & Bingqing Wang, 2021. "From self‐entertainment to being appreciated: how does social media transfer talent to business?," Accounting and Finance, Accounting and Finance Association of Australia and New Zealand, vol. 61(5), pages 6113-6146, December.
    20. Şebnem Koltan Yılmaz & Sibel Şener, 2022. "Analysis of The Countries According to The Prosperity Level with Data Mining," Alphanumeric Journal, Bahadir Fatih Yildirim, vol. 10(2), pages 85-104, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:13:y:2023:i:4:p:21582440231211631. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.