Corporate Identity Studies In Metropolitan Municipalities: An Analysis In Instagram

Abstract

Corporate identity occupies a very important place in ensuring corporate image and corporate reputation. Corporate identity is a concept about how companies see themselves. This concept can be mentioned in both the physics field and the digital field. Corporate identity is mostly examined under the heading of corporate design, corporate culture, corporate behavior, corporate communication, and corporate structure. With the digital transformation in the world, corporate identity has been moved to corporate websites and social media and has provided great advantages in terms of corporate image. The purpose of this study is to evaluate how metropolitan municipalities reflect their corporate identity on Instagram. The sample of the study is Istanbul, Bursa and Manisa Metropolitan Municipalities, which were elected from political parties with groups in the Grand National Assembly of Turkey and are still in office. In the study, the Instagram accounts of municipalities are analyzed according to sub-elements of corporate identity. These elements are corporate design, corporate communication, corporate culture, and corporate behavior. The study was conducted between 1-31 January 2021. The study is a qualitative study, and content analysis was used as the data analysis technique. At the end of the study, it was found that the municipalities mostly shared about the corporate communication dimension. While one municipality shared more videos, two municipalities shared more photos. It has been observed that the basic values and policies of the municipalities include expressions towards globalization and target audiences who are becoming conscious.