Organizational and Corporate Identity on Social Media: A Literature Review

Abstract

Social media have created a multitude of ways for organizations to develop and disseminate their corporate and organizational identity. However, little is still known about how identity can be observed on social media. To address this research gap, we conducted a scoping review that collected, analyzed and synthesized the corpus of published research on organizational and corporate identity and social media. The analysis presented in this paper provides a description of the state-of-the-art on this topic that we hope can help future scholars to understand the various methodological approaches and types of data most pertinent to the exploration of organizational and corporate identity on social media, even though, overall, it reveals that there are relatively few studies with a reliable and universal method for measuring these concepts. This guarantees that future research will be necessary. Practitioners may also wish to draw on our findings to design more tailored ways of strengthening their organizational and corporate identity.