The relationship between digital marketing and consumer brand perception

Abstract

Purpose This study aims to examine the impact of brand digitalization (digital marketing) by evaluating how the use of various digital platforms influences consumer brand perception. It explores the effect of key digital marketing factors, including social media, privacy, reliability, trust and electronic customer relationship management, on consumer brand perception. Design/methodology/approach The research used a quantitative approach. Secondary data was used to provide a foundation for the study through a literature review, while primary data was collected using a structured questionnaire. A convenient sampling method was adopted, resulting in the collection of 407 responses, which were included in the study. Findings The effect of digital marketing on consumer brand perception was assessed through factors such as privacy, reliability, trust and electronic customer relationship management, all of which had a significant impact. However, social media was found to be insignificant. Research limitations/implications The main limitations were the sample size, which could be increased; the study’s single-country focus, which could be expanded; and the study variables, where more factors could be included. Practical implications The study helps organizations understand evolving consumer characteristics and current market perceptions. This insight assists brands in shaping their marketing strategies and developing digital marketing platforms to better serve and meet customer needs. Originality/value The research paves the way for understanding consumers and assessing their perception of digital marketing efforts. It evaluates how customers perceive brands in the digital age, enabling businesses to refine their marketing strategies and enhance their competitive market positions.