THE IMPACT OF DIGITAL MARKETING ON BRAND AWARENESS: A SYSTEMATIC REVIEW OF STRATEGIES FOR THE SOMETHINC BRAND IN E-COMMERCE
DOI:
https://doi.org/10.1234/jumder.v1i4.52Keywords:
Digital Marketing, Brand Awareness, Social Media, E-Commerce, Influencer MarketingAbstract
This study explores the effectiveness of digital marketing strategies in enhancing brand awareness for the Somethinc brand in the e-commerce sector. Using secondary data from Scopus and Google Scholar, the research analyzes existing literature on the impact of digital marketing, with a focus on social media marketing and influencer collaborations. The study identifies key strategies that contribute to increased brand visibility, particularly through platforms like Instagram and TikTok, highlighting their role in consumer engagement and brand loyalty. The findings emphasize the importance of high-quality content, active consumer interaction, and data-driven marketing in fostering brand recognition. The research aims to achieve three objectives. First, it analyzes the digital marketing strategies that drive brand awareness for Somethinc in the e-commerce landscape. Second, it evaluates how social media marketing, particularly on TikTok and Instagram, influences consumer engagement and loyalty. Finally, the study assesses the mediating role of customer relationship management (CRM) in the relationship between digital marketing efforts and consumer purchase intentions. The results suggest that CRM practices significantly impact consumer behavior, helping to strengthen the connection between digital marketing initiatives and purchase decisions.
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