THE IMPACT OF DIGITAL BRAND COMMUNICATION ON E-BRANDING: AN EMPIRICAL RESEARCH
DOI:
https://doi.org/10.35120/sciencej0302039jKeywords:
digital communication, social media, email, m-marketing, e-brandingAbstract
This empirical study delves into the intricate dynamics between brand digital communication and e-branding levels, concentrating on brand engagement with consumers through digital platforms like social media, email, and mobile marketing. By scrutinizing brand communication strategies and consumer perceptions, the research aims to deepen comprehension of how digital communication shapes brand establishment and sustenance in the online sphere. The methodology involves scrutinizing data from surveys conducted among 856 consumers in the Republic of Serbia actively engaging with brands on digital platforms. Various analytical methods were employed, including statistical tests (ANOVA, Std Beta, RSquare), correlation analysis, hypothesis validation, and multiple regression equations, alongside qualitative analysis to pinpoint pivotal factors and mechanisms influencing brand perception through digital communication. Research findings underscore a significant positive influence of digital communication on e-branding levels. Robust brand communication with consumers on social media and via email emerged as pivotal in fostering a favorable brand image among consumers. Furthermore, it was revealed that brand interaction with consumers through digital channels can directly impact brand loyalty and purchasing behavior. This study contributes to the theoretical understanding of e-branding. It offers practical insights for devising effective brand digital communication strategies to enhance brand perception and forge enduring consumer relationships in the digital realm.
Downloads
References
Audrezet, A., & Parguel, B., (2018) Using the evaluative space grid to better capture manifest ambivalence in customer satisfaction surveys. Journal of Retailing and Consumer Services 43: 285–295.
Cuomo, M. T., & Foroudi, P. (Eds.). (2023). Digital transformation and corporate branding: Opportunities and pitfalls for identity and reputation management. Taylor & Francis.
De Mooij, M. (2015). Cross-cultural research in international marketing: clearing up some of the confusion. International Marketing Review, 32(6), 646-662.
Ellis-Chadwick, F., & Doherty, N. F. (2012). Web advertising: The role of e-mail marketing. Journal of Business Research, 65(6), 843-848.
Escobar-Farfán, M., Cervera-Taulet, A., & Schlesinger, W. (2024). Destination brand identity: challenges, opportunities, and future research agenda. Cogent Social Sciences, 10(1), 2302803.
Gonçalves, I., & Rosinha, A. (2023). The role of trustworthy and entertaining content marketing in e-Commerce: Unveiling the key strategies for engaging consumer. European Journal of Applied Business and Management, 9(4).
Gupta, D., Gupta, R., Jain, K., & Momaya, K. S. (2017). Innovations in mobile value-added services: Findings from cases in india. International Journal of Innovation and Technology Management, 14(06), 1750037.
Hajli, N., Lin, X., Featherman, M. & Wang, Y. (2014). Social word of mouth: How trust develops in the market. International Journal of Market Research, 56(5), 673-689.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
Kim, Y. J., & Han, J. (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in human behavior, 33, 256-269.
Kucuk, S. U. (2023). Connectivity. In Visualizing Marketing: From Abstract to Intuitive (pp. 157-184). Cham: Springer International Publishing.
Kumar, S. (2024). The Role of Digital Marketing on Customer Engagement in the Hospitality Industry. In Leveraging ChatGPT and Artificial Intelligence for Effective Customer Engagement (pp. 177-191). IGI Global.
Lee, J., Lee, S.H., & Kim, H.W. (2013). Examining brand engagement in the mobile SMS marketing context.
Merisavo, M. & Raulas, M. (2004). The impact of e-mail marketing on brand loyalty. Journal of Product & Brand Management, 13(7), 498-505.
Nguyen, N., Johnson, J. & Tsiros, M. (2023). Unlimited Testing: Let’s Test Your Emails with AI. Marketing Science.
Singh, S., Singh, G., & Dhir, S. (2024). Impact of digital marketing on the competitiveness of the restaurant industry. Journal of Foodservice Business Research, 27(2), 109-137.
Wang, F., Zuo, L., Yang, Z. & Wu, Y. (2019). Mobile searching versus online searching: Differential effects of paid search keywords on direct and indirect sales. Journal of the Academy of Marketing Science, 47, 1151-1165.
