Organizational identity construction of Colombian brands of swimwear on Instagram

Manuelita Arias Arango, Carlos Andrés Osorio and Leonardo Ortegón Cortázar

Cuadernos de Gestión, 2025

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.

Keywords: Instagram; social media; brand; identity; images; organization; red social; marca; identidad; imágenes; organización (search for similar items in EconPapers)
Date: 2025
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