Digital marketing and brand identity: The gap between theory and practice amid technological and ethical transformations
Keywords:
Digital Marketing, Brand Identity, Digital Customer Engagement, Digital Ethics, Digital PrivacyAbstract
Under the accelerating digital transformation, digital marketing has become a decisive factor in building brand identity and enhancing customer engagement. The success of brands no longer depends solely on product quality but on their ability to create customized and interactive digital experiences that meet consumer expectations, especially with the rise of younger generations (such as Generation Z) who seek transparency and authenticity. Data indicates that 74% of consumers prefer brands that interact with them via social media platforms, while digital experiences directly influence 68% of purchasing decisions. However, companies face a gap between traditional marketing theories (such as the AIDA model) and the practical complexities arising from the evolution of artificial intelligence and big data analytics, necessitating a re-evaluation of digital strategies to ensure the sustainability of brand identity. The study relied on a Systematic Literature Review to analyze 19 peer-reviewed scientific studies published between 2020 and 2025, focusing on research exploring the relationship between digital marketing and brand identity. Key findings highlighted that Small and Medium Enterprises (MSMEs) achieved a 90% increase in sales through platforms like Instagram and TikTok, thanks to interactive content and direct communication with customers.
Downloads
References
Afandi, A., Setiawan, A. W., Fiernaningsih, N., Arisudhana, A., Akbar, D. I., & Fitriana, A. (2024, October). Digital Marketing and Branding untuk Desa Gubuk Klakah-Ngadas. In Seminar Nasional Pengabdian Masyarakat (SEMNAS CORISINDO 2024) (pp. 721-726).
Arif, M., Nosa, M. R., Triyono, W., & Fadhillah, U. (2025). The Impact of Implementing Digital Marketing and Branding on Increasing Sales and Competitive Advantage of MSMEs (Case Study of MSMEs Fostered by PT. PHR). ABEC Indonesia, 701-706.
Arif, M., Nosa, M. R., Triyono, W., & Fadhillah, U. (2025). The Impact of Implementing Digital Marketing and Branding on Increasing Sales and Competitive Advantage of MSMEs (Case Study of MSMEs Fostered by PT. PHR). ABEC Indonesia, 701-706.
Bahar, H. (2024). DIGITAL MARKETING AND PRODUCT BRANDING IN TOASTED BREAD MSMES PLAYERS. Journal of Finance, Economics and Business, 3(2), 112-121.
Dawis, A. M., & Cahyani, R. F. A. (2022). Assistance digital marketing and branding strategy Sukoharjo product on Ministry of Micro Small and Medium Enterprises. JCOMENT (Journal of Community Empowerment), 3(2), 110-116.
Fauziah, P., & Mohammad, U. (2023). Analisis Strategi Digital Marketing Di Perusahaan Cipta Grafika. Jurnal Economina, 2(8).
Herhausen, D., Miočević, D., Morgan, R. E., & Kleijnen, M. H. (2020). The digital marketing capabilities gap. Industrial Marketing Management, 90, 276-290.
Meylianingrum, K., Angelica, Z., & Rahayu, Y. S. (2024). Dissemination of Digital Marketing and Branding Products at Mia Coffee Managers at Ma'had Ihya'Al Ahmadi, Kampung Sungai Kelambu, Selangor, Malaysia. Al-arkhabiil: Jurnal Pengabdian Masyarakat, 4(3), 1-10.
Meylianingrum, K., Angelica, Z., & Rahayu, Y. S. (2024). Dissemination of Digital Marketing and Branding Products at Mia Coffee Managers at Ma'had Ihya'Al Ahmadi, Kampung Sungai Kelambu, Selangor, Malaysia. Al-arkhabiil: Jurnal Pengabdian Masyarakat, 4(3), 1-10.
Nalbant, K. G., & Aydın, S. (2023). Development and transformation in digital marketing and branding with artificial intelligence and digital technologies dynamics in the Metaverse universe. Journal of Metaverse, 3(1), 9-18.
Nalbant, K. G., Aydın, S., & Eryılmaz, B. (2022). The Effects of Artificial Intelligence and Machine Learning on Digital Marketing and Branding. In 1st International Conference on Engineering and Applied Natural Sciences (ICAENS 2022), 10th-13th May, Konya, Turkey.
Nalbant, K. G., Aydin, S., & Eryilmaz, B. METAVERSE INTERACTION ON DIGITAL MARKETING AND BRANDING.
Nareswari, A., Putri, N. L. I., & Suyono, A. P. (2024). Digital Marketing and Branding Training for MSME Products in Lumajang. TGO Journal of Community Development, 2(2), 107-112.
Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business horizons, 64(2), 285-293.
Omamuzo, N. G., & Oguntade, A. F. (2025). IMPACT OF DIGITAL MARKETING ON BRANDING:: A STUDY OF SELECTED SMALL AND MEDIUM SCALE ENTERPRISES (SME’S) IN DELTA STATE, NIGERIA. Review of Public Administration and Management Journal (ROPAMJ), 22(1), 91-99.
Purwati, R., & Latifah, L. (2022). Pendampingan UMKM Melalui Pemanfaatan Digital Marketing di Desa pamijahan. Inisiatif: Jurnal Dedikasi Pengabdian Masyarakat, 1(2), 79-83.
Sugiana, N. S. S., Rahayu, A., Wibowo, L. A., Gafar, V., & Dirgantari, P. D. (2023). Hidden Cost Marketing: Descriptive Analysis of Digital Marketing Strategies and Creating Branding for MSMEs. Journal of Marketing Innovation (JMI), 3(1).
Yahelska, K., & Vasylyshyna, L. (2024). Development of marketing models for attracting and retaining consumers in digital branding. Technology audit and production reserves, 5(4 (79)), 25-28.
Yulianti, G., Kusnanto, E., Patricia, M. C., & Santoso, S. (2022, June). Sustainability and Digital Marketing in Uplifting Micro, Small and Medium Enterprises Product Branding: An Investigative Study. In Proceeding of The International Conference on Economics and Business (Vol. 1, No. 1, pp. 253-262).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 The International tax journal
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
