The Impact of Digital Marketing Activities on Brand Positioning: An Inquiry into Nascent E-Commerce Smes in Türkiye

With the increasing development of digital technology, people receive information comes from digital information. The methods of develop financial service marketing consist of internet, telephone, and physical bank branches in financial and insurance industry. In particular, the Covid-19 pandemic has led the benefits of digital marketing in the financial and insurance industry have grown significantly. The sales and services of insurance products focus on human being and needs to contact customers for a long time in financial service industry. The corporate brand image is a representative of the perception to customers and an important cornerstone for building corporate competitiveness. Digital marketing is one of the important tools for building corporate image. The purpose of this research is to analyze the relationship among digital marketing, brand emotional attachment, and brand attitudes of insurance companies. Structural equation modeling (SEM) was used to conduct empirical analysis to provide relevant information for insurance practitioners to improve competitiveness. This study found that digital marketing has a positive and significant impact on brand emotional attachment; digital marketing has a positive and significant impact on brand attitude; brand emotional attachment has a positive and significant impact on brand attitude; and digital marketing through the intermediary effect of brand emotional attachment has a significant positive impact on brand attitude. Therefore, insurance operators must strengthen the establishment of good use of digital media to establish customers' attitudes towards the brand. JEL classification numbers: M31. Keywords: Digital Marketing, Brand Emotional Attachment, Brand Attitude.

In the digital era, brand positioning has become a crucial factor for growing businesses to compete in the increasingly competitive digital marketplace. This study aims to identify the main factors and effective strategies used by growing businesses in building their brand position in the digital market. Using a qualitative approach, this study analyzes various case studies of businesses that have successfully implemented strong positioning strategies through the use of digital technology. The results show that product and service differentiation, brand credibility, and innovative digital marketing strategies are key factors in brand positioning. In addition, the use of social media, search engine optimization (SEO), influencer marketing, and data-driven marketing personalization have proven effective in increasing brand awareness and consumer engagement. The practical implications of this study highlight that growing businesses need to adopt flexible and data-driven marketing strategies to adapt to changes in consumer behavior in the digital environment. Active interaction with customers, building digital communities, and transparency in communication are important elements in building customer loyalty and strengthening brand positioning. From an academic perspective, this study contributes to digital marketing theory by emphasizing the importance of digital experiences and consumer engagement in shaping brand image. As a recommendation, businesses need to continue exploring digital marketing innovations and utilizing artificial intelligence and data analytics technologies to improve the effectiveness of their positioning strategies. Meanwhile, further research can explore the impact of cultural factors and technological developments on brand positioning strategies across industries. With the right approach, growing businesses can create sustainable competitive advantages and strengthen their presence in the dynamic digital marketplace.

In the digital era, brand positioning has become a crucial factor for growing businesses to compete in the increasingly competitive digital marketplace. This study aims to identify the main factors and effective strategies used by growing businesses in building their brand position in the digital market. Using a qualitative approach, this study analyzes various case studies of businesses that have successfully implemented strong positioning strategies through the use of digital technology. The results show that product and service differentiation, brand credibility, and innovative digital marketing strategies are key factors in brand positioning. In addition, the use of social media, search engine optimization (SEO), influencer marketing, and data-driven marketing personalization have proven effective in increasing brand awareness and consumer engagement. The practical implications of this study highlight that growing businesses need to adopt flexible and data-driven marketing strategies to adapt to changes in consumer behavior in the digital environment. Active interaction with customers, building digital communities, and transparency in communication are important elements in building customer loyalty and strengthening brand positioning. From an academic perspective, this study contributes to digital marketing theory by emphasizing the importance of digital experiences and consumer engagement in shaping brand image. As a recommendation, businesses need to continue exploring digital marketing innovations and utilizing artificial intelligence and data analytics technologies to improve the effectiveness of their positioning strategies. Meanwhile, further research can explore the impact of cultural factors and technological developments on brand positioning strategies across industries. With the right approach, growing businesses can create sustainable competitive advantages and strengthen their presence in the dynamic digital marketplace.

The purpose of this study was to understand perception of digital marketing, to understand perception of Iphone smartphone brand positioning, to understand perception of Iphone smartphone purchase interest, to understand influence of digital marketing on Iphone smartphone product quality, to understand the influence of digital marketing on Iphone smartphone product quality, to understand the influence of brand positioning on Iphone smartphone product quality, to understand the influence of digital marketing on Iphone smartphone purchase interest, to understand the influence of brand positioning on Iphone smartphone purchase interest, to understand the influence of product quality on Iphone smartphone purchase interest, to understand the influence of digital marketing through product quality on Iphone smartphone purchase interest, and to understand the influence of brand positioning through product quality on Iphone smartphone purchase interest. The population of this study was students of the State Polytechnic of Ujung Pandang with a sample of 98 students using validity and reliability tests with quantitative research type. Data analysis uses descriptive and inferential analysis, structural model analysis (Inner model), measurement model analysis (Outer model) and hypothesis testing with the help of SmartPLS 4.0 software. Base on the result of research conducted that digital marketing has a positive and significant effect on product quality, brand positioning has a positive and significant effect on product quality, digital marketing has a positive and significant effect on buying interest, brand positioning has a positive and significant effect on buying interest, brand positioning has a positive and significant effect on buying interest, digital marketing can affect buying interest through intervening variables, namely product quality and brand positioning can affect buying interest through intervening variable, namely product quality.

The purpose of this study is to examine the relationship between digital marketing (DM), digital transformation, and brand position and brand promotion in companies of different sizes in Kosovo. Partial least square was used to analyze the data collected and structural equation modeling was used to assess the relationship between exogenous and endogenous variables used in the model proposed for the research. The results showed that the DM and the digitalization process of companies had an impact on brand promotion and brand position. The results also showed that social media use was prevalent compared with other marketing channels, and that companies that used DM and invested more in technology had better chances of promoting and positioning their brands. This study provides the literature with a better understanding of the relationship between DM and digital transformation on the one hand and brand position and brand promotion on the other. In addition, this research has practical implications for companies and various other organizations in their efforts to digitize their business and marketing activities.

Since the effect of pop-up advertisements on consumers’ brand attitude is controversial, this study analyzes the process and impact of pop-up advertisements on brand attitude in more detail. In addition, the role of the ad’s content, type, and customization to the target audience on the impact of the ad is also discussed. This study aims to provide a better understanding of how pop-up ads can affect brand reputation by determining the right advertising strategies of brands. The aim of the study is to examine the effect of pop-up ads, which are popular and frequently used among digital marketing strategies, on brand attitude. Accordingly, in this research, an online survey was conducted for Instagram platform users and 718 consumers who shop online on Instagram were reached through convenience sampling method. In the research, the data obtained through the online survey method were evaluated on a computer using the SPSS 22.0 statistical program. In the survey, the descriptive characteristics of the participants, their perception towards the pop-up advertisement and their attitude towards the brand in the pop-up advertisement were discussed. In the frequency and percentage analysis created regarding the determined characteristics of the consumers in the research, mean and standard deviation statistics were used for the scale analysis. The relationships between the variables in the study were evaluated by conducting pearson correlation and confirmatory regression analysis. As a result of examining the differences in scale arrangement depending on the determining feature in the study, t-test, one-way analysis of variance and post-hoc Tukey analyzes were performed. According to the analysis results, the hypothesis that there is a positive relationship between digital marketing strategies and brand attitude of pop-up ads is accepted. These results are important for creating digital marketing strategies and considering the effects of the use of pop-up ads in terms of brand attitude. It is recommended that future studies be conducted using experimental methods to understand consumer qualities and behaviors regarding brand attitude of digital marketing strategies and pop-up advertisements.

Introduction to the Special Issue: Brand Relationships, Emotions, and the Self

Consumers consider authenticity a critical factor in fashion brand evaluation, sustainable marketing has become essential in marketing activities. And also sustainable fashion brands is increasing, but literature in this field has focused on general and fast fashion brands, and research on luxury brands is lacking. This study aims to examine the effect of luxury brands’ sustainable fashion marketing activities on authenticity, purchase intention, and brand attitude. It analyzes the effects of article format and marketing activity type and identifies the difference in the interaction between luxury brands’ sustainable marketing types and the authenticity, purchase intention, and brand attitude of fashion companies. Sustainable fashion and raw materials were selected as the final stimuli, and 217 copies of the questionnaire were used for analysis through a specialized research company. It found that authenticity, brand attitude, and consumer purchase intention varied greatly depending on luxury brands’ sustainable fashion marketing types. Authenticity positively affected brand attitude and purchase intention, a positive brand attitude positively impacted purchase intention. This study is significant as it provides basic data on the effects of marketing strategies using authenticity from an academic and practical view, expanding the limited scope of research focused on luxury brands in sustainable fashion.

This proposal aims to provide counseling to the Indonesian Congregational Success Community MSME Association (KSBI) in South Jakarta to improve the brand positioning of their products and services. Brand positioning is a key factor in business success, especially for MSMEs who want to differentiate themselves in a competitive market. In this proposal, the service team will carry out various activities such as literature studies, counseling, training and individual consultations. Through counseling and training, the service team will provide a basic understanding of brand positioning to KSBI members. The material that will be presented includes understanding the concept of brand positioning, identifying the unique value of products and services, brand communication strategies, and the use of social media to strengthen brand positioning. Apart from that, the service team will also provide individual consultations to KSBI members so that they can receive specific input and recommendations regarding the brand positioning of their products and services. This will help MSMEs to adapt strategies that suit the characteristics of the products and services they offer. The activity schedule for this proposal includes preparation, implementation of counseling and training, as well as individual consultations. Evaluation of service activities will be carried out through participant satisfaction surveys and analysis of changes in MSME marketing strategies. The expected results of this service activity are a better understanding of brand positioning, increasing MSME skills in identifying the unique value of products and services, increasing effective marketing activities, as well as positive changes in brand positioning and consumer perceptions of the MSME products and services involved. The service team hopes that this service activity will provide significant benefits for KSBI members in improving the brand positioning of their products and services, as well as helping MSMEs strengthen their position in the market.

To help korean fashion brands establish CSR activities in the chinese market in the future, this study investigated the influence of korean fashion brands’ CSR fit with Chinese Consumers on Consumer Satisfaction and brand attitude, with the moderating effect of ethnocentrism. An online survey was conducted with 20-39 year-old consumers in China from April 18 to April 30, 2021. Data analysis was conducted using SPSS 24.0 and Amos 24.0. The results of this paper are as follows. First, environmental CSR fit had the greatest impact on consumer satisfaction, followed by financial CSR fit and social contribution CSR fit. Second, environmental CSR fit and social contribution CSR fit had positive effects on brand attitude, while financial CSR fit did not have a positive effect on brand attitude. Third, as customer satisfaction has a favorable effect on brand attitude, it can be inferred that the greater the satisfaction customers feel for a Korean fashion brand in China, the more positive the attitude they develop toward Korean brands. Fourth, there was no significant difference between groups that had a high and low degree of ethnocentrism, confirming that ethnocentrism does not have a moderating effect on consumer satisfaction. On the other hand, in the relationship between environmental and social contribution CSR fit and brand attitude, there was a greater impact in the low ethnocentrism group compared with the high ethnocentrism group, which verifies the moderating effect of ethnocentrism.

The objective of this research was to determine the relationship between digital marketing, brand positioning, and customer loyalty in the fuel retail sector in a city in Peru. The study was applied in nature, with a quantitative approach, non-experimental design, and correlational level. Data collection was carried out through three questionnaires administered to 384 customers of a fuel retail company. The results showed a significant relationship between digital marketing and brand positioning, as well as customer loyalty, with a p-value of .000. This indicated that digital marketing had a notable influence on both aspects. However, Spearman’s correlation coefficient (Rho = .360** for brand positioning and .331 for customer loyalty) revealed that, although the relationship was positive, its strength was weak. In conclusion, digital marketing had a positive, though limited, impact on brand positioning and customer loyalty.

This study examined the relationship between brand positioning, attitude and knowledge, and green brand purchase intention among Thai consumers. Closed-ended questionnaires (Likert's Rating Scale) were used to collect data through the online survey and convenience sampling from a valid 335 sets of responses. The demographic characteristics were analysed using SPSS Version 27. The hypotheses were analysed by adopting the Partial Least Square Structural Equation Model (PLS-SEM). The findings confirmed the significant relationship between brand positioning and green product purchase intention through the mediating role of attitude and knowledge. This study may help business owners and green product marketers improve their marketing management by responding to the needs of green product consumers. Therefore, green product sellers should focus on green brand positioning, customers’ attitude, and knowledge about green products. Moreover, the results could be incorporated into green product marketplace strategies to enhance purchase intention via brand positioning, customers’ attitude, and knowledge about green products. The additional qualitative study, such as interviews and focus groups should be explored insight into factors such as digital marketing, customer relationship marketing (CRM), and brand image for further study.

Digitalization is very important for every company in today’s fierce competition. The development of Information Technologies has helped companies change means of reaching their clients and changing their working practices. The paper tries to assess digital marketing (DM) and digital transformation (DT) techniques that impact enterprises in Kosovo in the process of their brand promotion and brand positioning using google analytics, social media, e-commerce, search engines, mobile apps, or other digital channels. DT is profoundly important to every company, yet the correlation between DT, brand promotion, and brand positioning for Kosovo’s enterprises has not been researched a lot. With the DT, many companies are redefining business procedures and marketing strategies. The research will collect data using a survey with 150 companies generated by the Kosovo Business Registration Agency. Partial Least Square is used to analyse the collected data. Structural Equation modelling is used to assess the relationship between exogenous and endogenous variables used in the research proposed model. A moderation effect is used to test whether COVID-19 or the company's size is linked to the usage of DM and DT. The results are expected to reveal that DM and the digitalization process of enterprises affect brand promotion and brand position. The findings also imply that social media are widely used relative to other marketing channels. Companies that use DM and invest more in technology have better chances to promote and position their brands.

Justification: In Guayaquil, private basic education schools face increasing competition where digital marketing is crucial for attracting and retaining students. The lack of local studies analyzing its impact on institutional image and brand positioning justifies this research. Objective: To assess how digital marketing influences institutional image and its relationship with brand positioning in private EGB schools in Guayaquil using a PLS-SEM model. Methodology: A quantitative cross-sectional design with a correlational-explanatory approach was used. A 25-item questionnaire was administered to 200 parents from private schools, distributed via social media. Data were analyzed with SmartPLS 4.0 to estimate the structural model and validate its constructs. Results: Digital marketing accounts for 56.7 % of institutional image variance (β = 0.753; p < 0.001), while institutional image explains 74.3 % of brand positioning variance (β = 0.862; p < 0.001). Constructs demonstrated reliability (α > 0.86) and validity (AVE > 0.71; HTMT < 0.85), with strong predictive power (Q² > 0.51). Conclusion: Digital strategies enhance institutional image and, consequently, brand positioning, proving essential for the competitiveness of private schools.

This study examines how strategic branding contributes to the development of competitive advantage among international schools in Asia, specifically in China, Singapore, and Malaysia—regions experiencing rapid educational growth. Despite the established growth of international schools in these locations, little research has examined the relationship between strategic branding and market positioning in culturally diverse contexts. This study addresses this gap by evaluating how brand positioning and digital marketing programs relate to market perception and competitive advantage in the sector. Employing a multiple-case study design, the research collected data from interviews with school marketing executives and from analyses of digital campaigns, prospectuses, institutional reports, and enrollment figures from 2020 to 2025. The main findings reveal that three branding drivers—authenticity anchored in educational excellence, culturally adaptive brand narratives, and engaging digital storytelling—are key factors in successful differentiation and enrollment growth for these schools. These elements were found to significantly enhance market differentiation and contribute to sustained, long-term enrollment growth. The results underline that strategic branding not only enhances marketing effectiveness but also serves as a vital strategic asset, strengthening institutional identity and sustained competitiveness. This paper advances the literature on international education marketing by providing regional data showing how schools can balance global reputation with local cultural resonance, and it offers practical guidance for administrators and policymakers seeking to improve brand equity, international recruitment, and sustainable market impact.