Construcción de identidad organizacional de marcas colombianas de vestidos de baño en Instagram
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Publicado
21-03-2025
Manuelita Arias Arango
Carlos Andrés Osorio
Leonardo Ortegón Cortázar
https://orcid.org/0000-0002-7810-6839
Carlos Andrés Osorio
Leonardo Ortegón Cortázar
Resumen
Analizar la gestión de la marca a través de las imágenes en las redes sociales se ha vuelto cada vez más importante para las empresas y es por esto que el propósito de este artículo es analizar cómo las estrategias de contenido visual y las interacciones con los consumidores en Instagram contribuyen a la construcción de la identidad organizacional de las marcas colombianas de trajes de baño a través de un análisis netnográfico, con el fin de mejorar la comprensión de los atributos claves de gestión de marketing digital. Como primer paso para recolectar los datos se utilizó el método propuesto por la netnografía y datos fueron analizados a través del análisis de contenido. En general, se observó que la identidad organizacional puede surgir de dos maneras, una más tangible que incluye factores que describen lo que la organización expresa y representa y otra que se compone de la esencia, el alma y el corazón de la marca, ambas con igual importancia a la hora de construir la identidad organizacional en redes sociales basadas en imágenes. Las comunicaciones humanas están siendo moldeadas por las nuevas tecnologías, por lo que esta investigación para la práctica puede ser de gran utilidad ya que hoy en día las redes sociales están ganando cada vez más fuerza como herramienta de marketing y publicidad dentro de las organizaciones.
Cómo citar
Arias Arango, . M., Osorio, C. A., & Ortegón Cortázar, L. (2025). Construcción de identidad organizacional de marcas colombianas de vestidos de baño en Instagram. Cuadernos De Gestión, 25(1), 89–101. https://doi.org/10.5295/cdg.242199ma
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Keywords
Instagram, Red social, Marca, Identidad, Imágenes, Organización
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Farzin, M., Sadeghi, M., Fattahi, M., & Eghbal, M. R. (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, 10(3), 327-343. https://doi.org/10.1177/22785337211024926
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Hu, X., Hu, D., Zheng, S., Li, W., Chen, F., Shu, Z., y otros. (2017). How people share digital images in social networks: a questionnaire-based study of privacy decisions and access control. Multimedia Tools and Applications, 18163-18185. https://doi.org/10.1007/s11042-017-4402-x
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Kim, E., & Drumwright, M. (2016). Engaging consumers and building relationships in social media: How social related-ness influences intrinsic vs. extrinsic consumer motivation. Computers in Human Behavior, 63, 970-979. https://doi.org/10.1016/j.chb.2016.06.025.
Kim H, Sefcik JS & Bradway C. (2017) Characteristics of qualitative descriptive studies: A systematic review. Research in Nursing & Health, 40, 23–42. https://doi.org/10.1002/nur.21768.
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Kozinets, R. V. (2020). Netnography. The Essential Guide to Qualitative Social Media Research. London: SAGE Publications Ltd. ISBN: 978-1526444707
Kozinets, R. V., & Gretzel, U. (2024). Netnography evolved: new contexts, scope, procedures, and sensibilities. Annals of Tourism Research, 104, 103693. https://doi.org/10.1016/j.annals.2023.103693
Kraus, S., Palmer, C., Kailer, N., Kallinger, F.L. and Spitzer, J. (2019). Digital entrepreneurship: A research agenda on new business models for the twenty-first century. International Journal of Entrepreneurial Behavior & Research, 25 (2), 353-375. https://doi.org/10.1108/IJEBR-06-2018-0425
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