THE ORGANIZATIONAL IDENTITY IN THE DIGITAL AGE: A BIBLIOMETRIC ANALYSIS

This paper explores the evolution and adaptation of organizational identity within the technological landscape from 2014 to 2024, utilizing bibliometric analysis through VOSviewer to provide insights into key developments and trends. The study examines the fundamental elements of organizational identity and its critical role in ensuring long-term organizational success in the digital era. Focusing on the impact of digital transformation, the paper analyzes how digitalization shapes the establishment and communication of organizational identity. Additionally, it identifies the major challenges and opportunities organizations face in an ever-evolving digital environment, highlighting the interconnectedness between corporate culture and organizational identity. The primary contributions of this study lie in demonstrating the relationship between digital transformation and the adaptation of organizational identity, offering a valuable framework for future research and organizational strategies to navigate the challenges of the digital age.