Visibility of Leadership on Instagram

Communication Strategies and Engagment in Startups led by Women

Authors

DOI:

https://doi.org/10.62161/revvisual.v18.6288

Keywords:

Digital communication, Startups, Women, Instagram, Leadership, Organisational communication

Abstract

Digital communication is a key strategic resource for start-ups, especially on social media platforms such as Instagram. This study analyses how Spanish startups led by women represent their leaders and teams on Instagram, identifying communication patterns and their relationship with engagement. Based on 10 companies selected from the latest GEM report on female entrepreneurship and an analysis of 997 posts and ordinal coding (0-2), a distinction is made between depersonalised communication, team visibility and high leadership visibility. The results reveal differences in communication strategies and greater engagement in certain categories of posts.

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Published

2026-08-03

How to Cite

del Pino Rodríguez-Vera, A., Fernández Torres, M. J., & Rando Cueto, D. (2026). Visibility of Leadership on Instagram: Communication Strategies and Engagment in Startups led by Women. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 18(4), 245–257. https://doi.org/10.62161/revvisual.v18.6288

Issue

Vol. 18 No. 4 (2026): Communication, Innovation and Innovation in Museums

Section

Research articles

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