A identidade corporativa no Instagram: o caso da Holistix
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Data
2022
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Resumo
Apesar de serem invenções consideravelmente recentes, as redes sociais já
são parte essencial da composição da sociedade pós-moderna. Através delas as pessoas se
relacionam não apenas entre si, mas também com as organizações. Sendo a identidade
corporativa a forma como uma organização se relaciona com seus stakeholders, as redes
sociais têm um papel essencial nesta construção: funcionam como montra social virtual. A
imagem, forma mais antiga da comunicação humana, ganha destaque com uma das
invenções mais relevantes quando o assunto é social media, principalmente no Instagram. É
a partir da produção da imagem que as empresas se apresentam e se conectam na rede. A
partir daí, torna-se razoável a necessidade de verificarmos de que modo as empresas
passaram a pensar e expressar suas próprias identidades corporativas no Instagram. Este
trabalho parte desta premissa para realizar um estudo de caso da Holistix, uma empresa
brasileira que vende além de produtos: trabalha com uma proposta de estilo de vida mais
saudável e que tem no conteúdo digital um de seus pilares. Assim sendo, este estudo é
fundamental na exploração da questão: é o Instagram uma ferramenta em potencial na
formação da identidade corporativa de uma organização? - e ir além, seria o âmbito digital
um dos ativos mais valiosos da nova constituição da identidade corporativa? Desta forma,
a análise do perfil da Holistix durante o período de janeiro de 2018 a julho de 2022
possibilitou a identificação e o estudo da relação de sua presença online (no caso, no
Instagram) e a conceção de sua identidade corporativa.
Palavras-chave: identidade corporativa, instagram, mídias sociais, branding, marketing
digital, holistix
Despite being relatively recent inventions, social media networks are already an essential part of the composition of post-modern society. Through them, people relate not only to each other but also to organizations. Corporate identity is the way an organization relates to its stakeholders, and social media networks play an essential role in this construction: they serve as a virtual social showcase. Image, the oldest form of human communication, gains prominence with one of the most relevant inventions when it comes to social media, especially on Instagram. It is through image production that companies present themselves and connect on the network. From there, it becomes reasonable to verify how companies have begun to think and express their own corporate identities on Instagram. This work starts from this premise to carry out a case study of Holistix, a Brazilian company that sells not only products but also works with a proposal for a healthier lifestyle and has digital content as one of its pillars. Therefore, this study is essential in exploring the question: is Instagram a potential tool in shaping an organization's corporate identity? And beyond that, is the digital realm one of the most valuable assets in the new constitution of corporate identity? Thus, analyzing the Holistix profile during the period from January 2018 to July 2022 made it possible to identify and study the relationship between its online presence (in this case, on Instagram) and the conception of its corporate identity. Keywords: corporate identity, instagram, social media, branding, digital marketing, holistix
Despite being relatively recent inventions, social media networks are already an essential part of the composition of post-modern society. Through them, people relate not only to each other but also to organizations. Corporate identity is the way an organization relates to its stakeholders, and social media networks play an essential role in this construction: they serve as a virtual social showcase. Image, the oldest form of human communication, gains prominence with one of the most relevant inventions when it comes to social media, especially on Instagram. It is through image production that companies present themselves and connect on the network. From there, it becomes reasonable to verify how companies have begun to think and express their own corporate identities on Instagram. This work starts from this premise to carry out a case study of Holistix, a Brazilian company that sells not only products but also works with a proposal for a healthier lifestyle and has digital content as one of its pillars. Therefore, this study is essential in exploring the question: is Instagram a potential tool in shaping an organization's corporate identity? And beyond that, is the digital realm one of the most valuable assets in the new constitution of corporate identity? Thus, analyzing the Holistix profile during the period from January 2018 to July 2022 made it possible to identify and study the relationship between its online presence (in this case, on Instagram) and the conception of its corporate identity. Keywords: corporate identity, instagram, social media, branding, digital marketing, holistix
Descrição
Orientação: Ana Raquel de Ponte Figueiras
Palavras-chave
MESTRADO EM COMUNICAÇÃO NAS ORGANIZAÇÕES, COMUNICAÇÃO, IMAGEM ORGANIZACIONAL, ORGANIZATIONAL IMAGE, INSTAGRAM, REDES SOCIAIS, SOCIAL NETWORKS, GESTÃO DE MARCAS, BRAND MANAGEMENT, MARKETING DIGITAL, DIGITAL MARKETING, COMMUNICATION