Ukrainian Economy in the Era of Digital Branding: Risks and Opportunities

Abstract

In the global digital economy, this study examines how digital branding affects the competitiveness and market growth of Ukrainian businesses. The study uses a meta-analysis of 50 quantitative studies to determine the effectiveness of digital branding strategies. It focuses on key areas including data analytics, personalized marketing, and reaching a global market. A thorough search strategy was used to find relevant studies that had been published in peer-reviewed journals, conference proceedings, and other academic works. The digital archives of the Ukrainian National Library, Scopus, Web of Science, and Google Scholar were some of the databases that were searched. The keywords that were searched for included "digital branding," "Ukraine," "online consumer behaviour," "data privacy in digital marketing," "digital marketing strategies," "branding challenges in emerging markets," and others that were similar. To ensure the reliability and validity of these findings, a rigorous grading methodology was employed. Studies were assessed based on their sample size, research design, and the robustness of their statistical analyses. The grading process allowed for the categorization of studies into different quality tiers, ensuring that the meta-analysis drew primarily from high-quality sources. This approach strengthens the confidence in the effect sizes reported. Digital branding makes a big difference in the market and in getting people to interact with a brand. For example, targeted marketing through data analytics has an overall effect size of 0.56, and personalized digital experiences have an effect size of 0.60. However, the study also finds numerous problems, especially when it comes to data security. An effect size of 0.51 shows that problems related to privacy are concerning, and an effect size of 0.46 demonstrates a lack of trust in companies. These results show that Ukrainian businesses need to take strong steps to protect customer data and follow clear business practices. The study found that digital branding can help Ukraine's economy grow, but the pros and cons must be carefully weighed against the need for proactive risk management. This study has a lot to teach businesses and policymakers who want to make their digital branding strategies better for long-term economic growth.