THE IMPACT OF DIGITAL BRAND COMMUNICATION ON E-BRANDING: AN EMPIRICAL RESEARCH

Abstract

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.