Research on Organizational Digital Identity: Evolution and Future Prospect

In the context of digital transformation, research on organizational digital identity has progressively extended into various fields, including brand management, social media interaction, and innovation strategy, emerging as a significant focus of contemporary academic inquiry. Despite its growing importance, there is currently a lack of comprehensive literature reviews in this domain. This paper seeks to systematically organize and analyze the existing economic and management literature, with a particular focus on the thematic development and research trajectory of organizational digital identity. Additionally, it explores the evolution of this area under the influence of the integration of digital technologies into enterprise management. Through bibliometric analysis using CiteSpace, this study identifies three distinct stages in the evolution of organizational digital identity research: the embryonic stage (2015-2017), the development stage (2018-2022), and the accelerating stage (2023-2025). These stages encompass five primary research topics: brand identity, management, social media, intermediary, and innovation. By systematically reviewing and visually analyzing the relevant literature, this paper aims to provide valuable insights and inspiration for future research on digital identity.