The Role of Mystification in Organizational Identity and Digital Narratives

Abstract Objective This study investigates the role of mystification in contemporary organizational management, focusing on how digital tools such as deepfakes and hashtags shape organizational identities and public perceptions. It aims to understand how organizations utilize mystification to enhance their image, foster trust, and shape public narratives in a digitally driven world. Methodology The research adopts a qualitative approach, analyzing case studies of organizations that have utilized deepfake technology and hashtag -driven campaigns to craft their identities. Examples include corporate brand campaigns leveraging social media trends such as #Sustainability and deepfake videos to reshape public understanding of leadership transitions. The study examines public communications, marketing materials, and media coverage to assess mystification’s effectiveness and ethical considerations. Findings The study finds that mystification through digital tools operates on two primary levels: reinforcing the desired narrative and maintaining an aura of mystery that conceals organizational complexities. Hashtags are particularly effective in constructing and consolidating organizational identities by aligning with broader societal movements. At the same time, deepfakes, though controversial, offer a powerful tool for presenting idealized yet potentially misleading corporate images. The study highlights the risks of trust erosion when digital mystification practices are exposed as false or manipulative. Value This research contributes to understanding the strategic use of mystification in organizational management. It provides insights into how organizations can effectively craft and manage their identities through digital tools while navigating the potential ethical pitfalls. The study underscores the importance of transparency and authenticity in maintaining organizational credibility. Recommendations Organizations are advised to use mystification strategically, ensuring that digital tools like deepfakes and hashtags align with core organizational values and contribute to long -term trust -building. Maintaining transparency and engaging stakeholders proactively to mitigate the risks of manipulating public perceptions is crucial. Clear ethical guidelines should be established to govern the use of digital mystification to avoid damaging reputational risks.