World Journal of Social Sciences and Humanities
ISSN (Print): 2474-1426 ISSN (Online): 2474-1434 Website: http://www.sciepub.com/journal/wjssh Editor-in-chief: Apply for this position
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World Journal of Social Sciences and Humanities. 2018, 4(2), 93-99
DOI: 10.12691/wjssh-4-2-4
Open AccessArticle

Digital Advertising and Its Role in Building Brand Image

Doaa Farouk Badawy Eldesouky1,

1Advertising & Public Relations Department, Faculty of Mass Communication, Ahram Canadian University, 6th of October City, Giza, Egypt

Pub. Date: August 20, 2018

Cite this paper:
Doaa Farouk Badawy Eldesouky. Digital Advertising and Its Role in Building Brand Image. World Journal of Social Sciences and Humanities. 2018; 4(2):93-99. doi: 10.12691/wjssh-4-2-4

Abstract

Globalization has contributed to increased competition in marketing especially in the field of advertising, an aspect that has made firms to focus on developing their brand image. The shift has been brought about by the introduction of new media channels, which include internet and social media. The process has therefore changed the way businesses conduct their marketing and branding as communication is embracing a multi-directional approach. This paper seeks to appreciate the concept of digital advertising as a marketing tool and its role in building brand image examining a number of examples of digital advertisements & discussing the digital advertising role in building and enhancing the brand image. The paper will as well acknowledge existing statistics on the topic and displaying some of the advertising samples that have adopted the practice.

Keywords:
marketing advertising digital media digital advertising brand image

Creative CommonsThis work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

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