Digital Marketing Dynamics: From Browsing to Buying

Topic Information

Dear Colleagues,

In the 21st century, events, evolutions, and changes have been experienced globally; such changes include the transformation to Industry 5.0, climate change, the COVID-19 pandemic, constant technological evolution, and Artificial Intelligence. These events have led companies to rethink their operating strategies, and the domain of marketing is no exception. Thus, companies have been forced to rethink investments in digital products and services, make novel market-entry decisions, and discover means of enhancing customer engagement and communication. In this accelerated scenario of the 21st century, the digital revolution has transformed the way in which companies operate and, on the other hand, how consumers make choices. With the rise of social media platforms and the emergence of artificial intelligence, digital marketing has become a critical driver of economic growth and consumer behavior. However, along with these advancements, significant challenges and future trends are sha** the trajectory of the digital marketing industry. In this dynamic environment, it is essential to study and recognize the impact of digital marketing on consumer choice and the broader economy. The convergence of globalization, technological innovation and changing consumer preferences presents opportunities and obstacles for companies looking to thrive in the digital age.

In this Topic, researchers and industry professionals are invited to explore the challenges and future trends in digital marketing and consumer choice. In this Topic, original research articles and reviews are welcome. Areas of interest include (but are not limited to) the following:

• The influence of digital marketing on consumer behavior and decision-making processes;
• Digital marketing campaigns and their impact;
• Digital strategy adoption and its impact;
• Digital presence, influencers, social networks;
• Digital marketing design (e.g., business model transformation);
• Innovative approaches to omnichannel marketing and customer engagement;
• AI in marketing;
• Case Studies related to this Topic.

By examining these topics, researchers can better understand the challenges and opportunities present in the digital marketing industry. Through collaboration and knowledge exchange, strategies can be developed to address these challenges and shape the future of digital marketing in a rapidly changing world. We look forward to receiving your contributions.

Prof. Dr. José Luís Mendes Loureiro Abrantes
Prof. Dr. Natália de Lima Figueiredo
Prof. Dr. Bruno Morgado Ferreira
Prof. Dr. Luís F. Martinez
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Participating Journals

Journal Name	Impact Factor	CiteScore	Launched Year	First Decision (median)	APC
Businesses businesses	-	-	2021	24.5 Days	CHF 1000	Submit
Sustainability sustainability	3.3	6.8	2009	20 Days	CHF 2400	Submit
Journal of Theoretical and Applied Electronic Commerce Research jtaer	5.1	9.5	2006	32 Days	CHF 1000	Submit

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Published Papers (1 paper)

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All Businesses Sustainability JTAER

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19 pages, 2450 KiB  

Open AccessReview

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

by Yuri de Souza Odaguiri Enes, Gisela Demo, Rafael Barreiros Porto and Thaiyan Sun Zulato

Sustainability 2024, 16(13), 5412; https://doi.org/10.3390/su16135412 - 26 Jun 2024

Viewed by 587

Abstract

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 [...] Read more.

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 map** 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. Full article

(This article belongs to the Topic Digital Marketing Dynamics: From Browsing to Buying)

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