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Organizational identity construction of Colombian brands of swimwear on Instagram

Author

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  • Arias Arango, Manuelita
  • Osorio, Carlos Andrés
  • Ortegón Cortázar, Leonardo

Abstract

[EN] The analysis of brand management through images on social networks has become increasingly important for companies, and this is why the purpose of this article is to analyse how visual content strategies and interactions with consumers on Instagram contribute to the construction of the organizational identity of Colombian swimwear brands through the analysis of netnography, in order to improve the understanding of key attributes of digital marketing management. As a first step in collecting the data, the netnography method was used and then the data was analysed through content analysis. In general, it was observed that organizational identity can be born and raised in two ways, a more tangible one that includes factors that describe what the organization expresses and represents; and another made up of the essence, soul, and heart of the brand, both with equal importance when building the organizational identity in social networks based on images. Human Communications are being shaped by new technologies, so this research for practice could be of great use since SNS today are gaining more and more strength as a marketing and advertising tool within organizations.

Suggested Citation

  • Arias Arango, Manuelita & Osorio, Carlos Andrés & Ortegón Cortázar, Leonardo, 2025. "Organizational identity construction of Colombian brands of swimwear on Instagram," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    • Handle: RePEc:ehu:cuader:73233
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    References listed on IDEAS

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    1. Milad Farzin & Marzie Sadeghi & Majid Fattahi & Mohammad Reza Eghbal, 2022. "Effect of Social Media Marketing and eWOM on Willingness to Pay in the Etailing: Mediating Role of Brand Equity and Brand Identity," Business Perspectives and Research, , vol. 10(3), pages 327-343, September.
    2. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
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