Digital Brand Research Articles

Exploring the Intersection of Brands and Linguistics: A Comprehensive Bibliometric Study

Branding has emerged as a multidiscipline with complication, conveyed by integrated digital technologies, AI, and rich linguistic approaches. This paper depicts the research landscape at the juncture of branding and linguistics, supported by VOSviewer, Biblioshiny, and CiteSpace in pinpointing key trends, themes, and collaboration networks. Drawing on data collected from Scopus, this study investigates the shifts in traditional branding strategies caused by technologies of machine learning, sentiment analysis, and social media platforms. It highlights the contributions made by leading authors, major publication sources, and patterns of international collaboration in influential works. Finally, thematic and co-occurrence analysis shows significant movement into data-based and computational approaches. This also points out some research gaps in the field of digital branding’s long- term effects, ethical considerations of AI-photo strategies, and multilingual branding approaches that provide a useful basis for future research and practical application innovation in the field of branding.

Development of marketing models for attracting and retaining consumers in digital branding

The object of study is digital branding. The process of attracting and keeping consumers in digital branding is considered. The phenomenon of digital branding and the basic tools of its impact on consumers are investigated. The global trends in the development of media consumption at the present stage are substantiated. Transformational changes in the process of consumption, as a consequence, have been proven to be transition to the area. It is determined that in order to attract and maintain online consumers, brands should respond quickly and establish effective feedback. Accordingly, the important role of digital branding is indicated. As a basis for the development of a marketing model of consumer involvement and keeping in digital branding it is proposed to use the AIDA model. The marketing model is indicated that allows to monitor the actions of consumers, as well as to control communication processes. The stages of the AIDA model in digital branding are highlighted – visiting the site, moving the goods to the basket, registration and payment of order. AIDA strategic tools in digital branding are identified. It is necessary to use the conversion coefficient to determine the efficiency of each stage of the model. It is proposed to supplement the classic Aida model with two elements of Satisfaction (S) and Loyalty (L) by receiving AIDASL. An advanced model of impact on consumers in digital branding has been developed. This model coordinates the stages of the AIDASL model with the main stages of the purchase decision process. The practical importance of the developed model of consumer involvement and maintenance in digital branding will increase the attention, interest, desire and level of purchase. This, in turn, will create the preconditions for increasing conversion at each stage of consumer contact with an online store, increasing their satisfaction and loyalty.

Use Of The Dehasen Library Instagram Account In Library Branding Efforts

Branding is an effort to build a positive identity and image for an institution. This research aims to understand the branding process carried out by the Dehasen Library through its Instagram account <a href="mailto:@perpustakaan_unived">@perpustakaan_unived</a>. Using Field Research methods with a qualitative approach, data was collected through three techniques: observation, interviews, and documentation. This study analyzed the digital marketing communication strategy of the library based on the SOSTAC theory. The research results indicate that although branding through Instagram is an essential effort to promote the library, the branding efforts by the Unived Library are not yet optimal. The Dehasen Library has implemented digital branding management steps including situation analysis, objective setting, strategy development, tactic determination, action implementation, and control. However, several indicators have not been properly implemented, such as communication, time-setting, program planning, and training. One of the reasons for this is the lack of attractive Instagram content management and the absence of dedicated human resources (HR) for managing the Instagram account. In summary, despite the Dehasen Library following some of the digital branding management steps according to the SOSTAC model, there are key aspects that need improvement to optimize digital branding. Recommendations for improvement include enhancing the quality and frequency of Instagram content, involving suggestions and feedback from followers to create more engaging content, and providing training for the staff responsible for managing social media. With these steps, the library is expected to increase the number of Instagram viewers and strengthen its positive image among students and the academic community.

Exploring predominant marketing strategies for branding higher education institutions in Tanzania

It is worth noting that the utilisation of marketing strategies by Higher Education Institutions (HEIs) operates within a complex and unclear environment. This study, therefore, explored the predominant marketing strategies used for branding HEIs in Tanzania. The study adopted an embedded mixed methods research design. Semi-structured interviews with 12 staff members from 6 HEIs, including 6 public relations officers (PROs) and 6 registrars were utilised. An online questionnaire was also administered to 100 students through Google Forms. PROs and registrars were purposively selected, while a convenience sampling technique was applied for student participants. Qualitative data were thematically analysed, while quantitative data were analysed using descriptive and inferential statistics using SPSS version 27. The findings indicated no statistically significant differences in the marketing strategies employed by public and private HEIs. This suggests that both private and public-owned HEIs employ a diverse range of marketing strategies, encompassing both traditional and digital approaches to enhance their brand image. The study also identified that word-of-mouth recommendations from current students, alumni, and other influential individuals emerged as a particularly influential marketing channel for HEIs. University websites and various digital platforms were also identified as key branding tools. Traditional approaches such as print media, school visits, and radio/TV advertisements still hold relevance to some extent. The study recommends that HEIs continue to invest in and optimise their digital marketing capabilities while also calling for the Tanzania Commission for Universities (TCU) to provide comprehensive guidance and support for the effective utilisation of both traditional and digital branding approaches.

Boosting Competitiveness: Digital Branding of The Sreseh Mangrove Tourism Spot in Marparan Village

Tourism acts as a conduit for enhancing the economic conditionsof villages located near tourist destinations. Sreseh Mangrove Tourism (WMS) inMarparan Village is a recently established tourist destination in Sampang Regency.The Tourism Awareness Group (Pokdarwis) faces various obstacles in managing andconserving nature. These factors encompass the local population’s limited levelof technology skills and the absence of digital branding as a means of promotion.Digital branding is a very efficient promotional tool in the current technology agedue to its ability to engage with social media users rapidly. Producing captivatingcontent is essential as it has a favorable impact on public opinion and draws peopleto tourist destinations. In order to tackle this issue, we have established a programaimed at improving Pokdarwis’ proficiency in utilizing technology for promotionalpurposes. This curriculum encompasses instruction, development, and supportin the realm of digital branding. The program was successfully implemented,substantially enhancing participants’ proficiency in generating digital material. Theparticipants’ videos were posted on Marparan Village’s Instagram page. There arepotential prospects for creating a mobile application in the future that includesdigital content videos, digital promotions, and a directory of rental and vacationchoices.

Shaping digital luxury perception: The impact of curvature in website design

Design-oriented studies play a pivotal role in shaping the future of hospitality, as they directly influence guest experience, operational efficiency, and even brand identity. This research pioneers the exploration of how font and corner curvature—two indispensable elements of website graphic design—affect the perception of luxury in digital branding through hedonic values and readability. Utilizing a mock-up luxury hotel website, we examined the effects of corner and font curvature through an experiment with 182 participants. The results show that: 1) both rounded corners and fonts increase the site's hedonic value, 2) rounded fonts improve readability, 3) hedonic value and readability significantly enhance luxury perception, and 4) sharp corners improve luxury perception. We recommend a combination of sharp corners and rounded fonts for luxury hotels, as sharp corners enhance luxury perception while rounded fonts improve readability and hedonic values. This approach balances brand identity with functionality and digital pleasure.

Management of Innovation in Digital Brands: An Integrative Review

The present paper explores how innovation management is manifested in digital brands. The objective of this study is to analyze the approaches to innovation management within digital brands. The methodology adopted is an integrative review with a qualitative approach. Innovation management in digital brands has become increasingly crucial in today's dynamic business landscape. Digitalization has revolutionized the way brands interact with consumers, requiring constant innovation to remain competitive. This study aims to shed light on the strategies and practices adopted by digital brands to manage innovation effectively. The methodology has a qualitative approach through integrative review, which allows for the synthesis of existing literature on innovation management in digital brands. Through research and analysis of academic articles, this article identifies key themes and trends in innovation management in the digital context. Themes such as open innovation, co-creation with consumers, agile development methodologies, and digital transformation strategies emerge as central components of innovation management in digital brands. A conceptual framework is developed to provide a structured understanding of the various dimensions of innovation management in digital brands. This framework serves as a guide for professionals and researchers seeking to navigate the complex landscape of innovation in the digital age. The results of this study reveal a multifaceted approach to innovation management in digital brands. Also it includes the development of a descriptive figure conceptual of innovation management in digital brands. In conclusion, this integrative review highlights the importance of effective innovation management in digital brands. By adopting innovative strategies and embracing digital technologies, brands can drive growth, improve customer experiences, and maintain competitiveness in today's digital economy. Furthermore, this study contributes to the academic discourse by offering insights into the evolving nature of innovation management in the digital sphere. By understanding these dynamics, organizations can adapt their strategies to thrive in an increasingly digital-centric marketplace.

DIBS*: Crafting a Treasured Niche

In January 2022, Siddharth Pande, the founder and owner of DIBS*, a new creative branding studio providing design solutions based in Delhi, was trying to identify an appropriate strategic position for his business in an overcrowded market. Digital spaces have turned business outcomes significantly, especially after the outbreak of the COVID-19 pandemic and the resultant mobility restrictions. Digital agencies experienced plenty of new opportunities as all traditional and new-age businesses were competing to improve their online presence and humanize their brands to connect with their customers. This also gave birth to a plethora of digital brand consulting agencies which offered differentiated services at varying price points. In the design industry that relied on a star system where agencies struggled to make any headway, how could DIBS* craft a treasured niche?

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

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.

Digital Branding Strategy for Leather Bag Products at the Manding Sabdodadi Bantul Craft Center

Digital Branding Strategy for Leather Bag Products at the Manding Sabdodadi Bantul Craft Center

Strategi Promosi Digital Brand MS GLOW Cabang Makassar di Sosial Media Instagram

This study aims to determine the digital promotion strategy of the MS GLOW brand, Makassar branch on social media Instagram qualitative research with a case study approach by taking the object of research is MS GLOW Makassar branch. To fulfil these objectives, a qualitative research was conducted at MS GLOW Makassar branch. Research data was collected through observation and in-depth interviews. The data findings were then analysed, in order to achieve the desired results. The results of this study are to determine the Digital Brand Promotion Strategy of MS GLOW Makassar branch. This promotion is carried out by utilising the 4P marketing mix (product, price, place, and promotion) to ensure a more targeted approach. In addition, they also market dowry and bridal products by utilising the various features available on the Instagram application. In this case, followers who do not give likes or comments on each upload, the appearance of negative feedback in the comments column.

Creating Powerful Brands Strategies for Successful Marketing in the Digital Era

In the digital age, creating powerful brand strategies is crucial for marketing success. This article explores the importance of branding in the digital era and outlines how to build a successful brand by understanding the brand itself, developing a clear brand strategy, leveraging digital platforms, making data-driven decisions, building brand loyalty, and navigating the challenges of the digital landscape. Through case studies, we highlight examples of effective brand strategies and provide recommendations for optimizing and adjusting brands. The article concludes with a look at future trends in digital branding and encourages readers to continuously evaluate and enhance their brand strategies to stay competitive in an ever-evolving market.

The Economic Dynamics of Desktop and Mobile Customer Analytics in Advancing Digital Branding Strategies: Insights from the Agri-Food Industry

In the agri-food industry, strategic digital branding and digital marketing are essential for maintaining competitiveness. This study examines the economic dynamics and impact of desktop and mobile customer analytics on digital branding strategies within the sector. Through a comprehensive literature review, this research utilizes empirical evidence to validate hypotheses regarding the influence of desktop and mobile analytics metrics on key digital branding metrics and value creation. This study explores various branding indicators by utilizing descriptive statistics, correlation analyses, regression models, and fuzzy cognitive mapping (FCM). The findings reveal significant correlations between desktop and mobile analytics and digital branding outcomes, underscoring the critical role of digital analytics and Decision Support Systems (DSSs) in shaping modern branding strategies in the agri-food industry. This study highlights the economic implications of desktop and mobile customer analytics on digital branding, providing insights to enhance market performance and foster sustainable growth in the agri-food sector.

Smart Branding Award: Assessing Digital Brand Awareness and Image of the Recipients

Smart Branding Award: Assessing Digital Brand Awareness and Image of the Recipients

What Is Next for Consumer-Based Brand Equity in Digital Brands? Research Itineraries and New Challenges

Considering the expanding e-commerce in the social media landscape and the increasing importance of brand management in the online sphere, our primary goal was to comprehensively review existing research on consumer-based brand equity in digital brands. The current post-pandemic environment has seen a significant surge in digital presence, particularly on social networks and e-commerce platforms. Although the available literature provides an overview of brand equity in general, digital brands have taken center stage in consumer interactions on social media, becoming highly commercialized in virtual environments and, recently, gaining significant value in financial markets. However, there is still a lot to uncover regarding the research trajectory for these brands. Using the PRISMA protocol, a corpus of 258 articles was obtained from the Web of Science and Scopus databases, with Journal Impact Factor and CiteScore impact factors. The bibliometric analysis for mapping the production was performed using SciMat, VosViewer, and Biblio-metrix software. According to the results, we found that consumer-based brand equity in digital brands is strongly linked to online consumer behavior variables, particularly engagement, electronic word-of-mouth, communication effects (such as social media advertising), impacts on various metrics, and applications in specific contexts. Overall, our research shows that the brand equity of digital brands is studied similarly to non-digital brands. Still, their virtual origin and their exposure on social media have increased consumer appreciation for them. The main studies and trending topics were discussed, providing a foundation for a research agenda regarding new challenges and approaches of consumer-based brand equity in the digital market.

Demystifying the Research Trend of Content Marketing Research: A Co-authorship and Co-occurrence Analysis

Nowadays, content marketing is a marketing strategy used by marketers to organize, produce, and share information in order to draw in certain audiences and persuade them to make purchases. As a result, marketers are devoting a significant amount of time in producing quality content that raises awareness of their brand and piques the interest of their target audience. Consequently, the purpose of the research is to examine various published articles in content marketing to identify key themes and the extent to which research has influenced content marketing utilizing bibliometric analysis of 414 papers published in Scopus database between 1999 and 2023. The result of the study depicts that content marketing is growing at fast pace with the growing use of digital and social media marketing. The top three nations contributing to the field of content marketing are the “United States,” the “United Kingdom,” and “Germany.” Five themes have been identified as follows: Integrated digital marketing ecosystem, strategic B2B digital branding, AI-driven consumer-centric marketing, crafting a data-infused digital narrative: unveiling the intricate dance between big data, consumer behavior, and digital content marketing, and exploring the dynamic landscape of modern commerce. In accordance to the results, the primary authors and contributions in the field have been recognized, facilitating the formulation of guidelines and directions for potential research.

Digital Branding and Revitalization, as an Effort to Improve the Image and Income of MSMEs in Blimbingsari Village, Banyuwangi Regency

Digital Branding and Revitalization, as an Effort to Improve the Image and Income of MSMEs in Blimbingsari Village, Banyuwangi Regency

Creating digital branding and a visual identity for Edupark Cocoa Bigaran

The Bigaran Cocoa Edupark business combines aspects of education and tourism with a focus on the chocolate industry. However, the Bigaran Cacao Edupark tour which was just pioneered in 2022 does not yet have a visual identity and is not widely known by the wider community. This community service activity aims to improve partners' skills related to the program related to digital branding of tourism and designing the visual identity of Bigaran Cocoa Edupark. This program is carried out with a participatory method which is focused on 1) training on tourism digital branding, and 2) designing the visual identity of Bigaran Cocoa Edupark. The implementation of activities is starting with observation, socialization, visual identity design, digital branding training and assistance, as well as monitoring and evaluation. The result of this program is the establishment of Instagram and Tiktok social media accounts accompanied by a time schedule content for 1 year as a promotional media. In addition, 1 set of graphic standard manual visual identity of Bigaran Cocoa Edupark consisting of logo, packaging and business card was also created along with the grant of chocolate molding goods.

When Science Meets Digital Branding

The science media ecosystem continues to dramatically change with the proliferation of digital media channels and platforms. While there are many different types of digital media filling this void, the use of online videos, particularly on YouTube, has become one of the main sources for information, specifically for science and environmental issues. While most researchers examine the content of online science news and information, we show that digital trace data, including hyperlinks, “likes”, and comments that are unique to participatory online media, can reveal interesting patterns about how and why people communicate and engage with content as well as other community members. Using climate change as a case study, we demonstrate how researchers can harness hyperlinks to understand who produces controversial science news and information online, and the motivations underlying how content creators use of hyperlinks for science communication and public engagement. While many existing studies in science communication have focused on understanding the political dimension of online science news and information, our paper reveals that digital branding is a crucial part of science communication on video-based platforms such as YouTube and TikTok. We find that amateur content creators and new media outlets use hyperlinks to promote their channel and other social media presences to raise revenue. While self-promotion through citing links to one’s other social media platforms is associated with more views, linking to revenue raising websites is not associated with more views. We discuss the implications of these contexts for the online science news and information ecosystem.

Diffusion of innovation in direct-to-avatar (D2A): A study of immersive communication and branding in the metaverse

Direct-to-Avatar (D2A) is the new phenomenon in the online retail segment. Brands are moving towards immersive commerce in which the central focus is on immersive communication for better customer experience in the metaverse. Diffusion of innovation theory acted as a theoretical framework to understand the premiums that the brands can enjoy from the customers by moving towards immersive commerce. 948 tweets on metaverse were analysed and five in-depth interviews with the experts on metaverse were conducted. For the quantitative study, the data were collected from a select metaverse Facebook group. The findings of PLS-SEM revealed that four factors - customer engagement, customer experience, value co-creation and customer empowerment - have statistically positive impact on customer citizenship behavior which ultimately affects customer satisfaction and loyalty towards the brands. The study extends the applications of diffusion of innovation theory in the content of immersive communication. It enriches the literature on technological advancements in immersive commerce. This is one of the first studies that focus on lifestyle brands in the metaverse. Also, this study depicts how socializing the digital brand communication with experience economy can be a key factor for lifestyle brands.