Digital Advertising and Its Role in Building Brand Image

Doaa Farouk Badawy Eldesouky^1,

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

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

This 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/

References:

[1]	Aaker, D. A., & Biel, A. L.: Brand Equity & Advertising: Advertising's Role in Building Strong Brands, Psychology Press, 2013.
[2]	Chi, H. H.: Interactive Digital Advertising vs. Virtual Brand Community: Exploratory Study of User Motivation and Social Media Marketing Responses in Taiwan, Journal of Interactive Advertising, 12(1), 44-61, 2011.
[3]	Noaimi Z.: The Impact of Digital Marketing on the Business, Retrieved from https://www.linkedin.com/pulse/impact-digital-marketing-business-zaid-noaimi, 2015.
[4]	Cheong, Y., De Gregorio, F., & KiM, K: The Power of Reach and Frequency in the Age of Digital Advertising: Offline and Online Media Demand Different Metrics, Journal of Advertising Research, 50(4), 403-415, 2010.
[5]	Hainla L.: 21 Social Media Marketing Statistics You Need to Know in 2018, Retrieved from https://www.dreamgrow.com/21-social-media-marketing-statistics/, 2018.
[6]	Mobbs C.: Digital Marketing and its Impact on Consumer Perception. Retrieved on January 2018 from http://www.innovationforgrowth.co.uk/Blog/digital-marketing-and-its-impact-on-consumer-perception/, 2017.
[7]	Businessdictionary.com: Brand Image, Retrieved from http://www.businessdictionary.com/definition/brand-image.html, 2018.
[8]	Mallia, K. L., & Windels, K.: Will Changing Media Change the World? An Exploratory Investigation of the Impact of Digital Advertising on Opportunities for Creative Women, Journal of Interactive Advertising, 11(2), 30-44, 2011.
[9]	Bowden J.: The Impact of Social Media Marketing Trends on Digital Marketing, Retrieved from https://www.socialmediatoday.com/content/impact-social-media-marketing-trends-digital-marketing, 2014.
[10]	Nielsen: The Nielsen Company (US), Retrieved from http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html, 2018.
[11]	Chu, S. C.: Viral Advertising in Social Media: Participation in Facebook Groups and Responses Among College-aged Users, Journal of Interactive Advertising, 12(1), 30-43, 2011.
[12]	Parvatiyar, A., & Sheth, J. N.: The Domain and Conceptual Foundations of Relationship Marketing, Handbook of Relationship Marketing, 1, 3-3, 2000.
[13]	Merisavo, M.: The Effects of Digital Marketing Communication on Customer Loyalty: an integrative model and research propositions, Helsinki School of Economics Working Papers, 2006.
[14]	Investopedia.com: What is Mobile Advertising, Retrieved from https://www.investopedia.com/terms/m/mobile-advertising.asp, 2018.
[15]	Adhugger.net: Digital Poster for an event by Tecomme Commerce Conference & Expo, Bucharest, Retrieved from http://www.adhugger.net/2018/01/12/tecomm-bring-know-ebay-alibaba-exponea-e-commerce-event-bucharest/, 2018.
[16]	Adweek.com: The 25 best ads of 2017, Retrieved from https://www.adweek.com/creativity/the-25-best-ads-of-2017-so-far/, 2018.
[17]	Alibaba.com: Web Banner from National Hardware Show, Retrieved from www.alibaba.com, 2018.
[18]	MyVouchersCodes.co.uk: The Global Voucher Group Limited, a Company Registered in England & Wales, Retrieved from https://www.myvouchercodes.co.uk/spa-seekers, 2018.
[19]	Singlegrain.com: Digital ad for Domino's Pizza Chain, Retrieved from https://www.singlegrain.com/digital-marketing/best-online-marketing-companies/, 2018.
[20]	Smart Insights.com: What is ‘Digital Branding?’ The Term Digital Branding is Often Used; but What Actually is ‘Digital Branding?’ Retrieved from https://www.smartinsights.com/online-brand-strategy/brand-development/digital-branding-definition/, 2017
[21]	Statista.com: Market Share of Alibaba’s Digital Advertising Revenue in China from 2015 to 2018, Retrieved from https://www.statista.com/statistics/720478/china-market-share-of-online-ad-revenue-alibaba/, 2018.