STRATEGIC DIGITAL BRAND ENGAGEMENT IN EMERGING MARKETS
Abstract
Traditional brand communication strategies have been converted into interactive, engagement-driven digital ecosystems by the quick growth of social media platforms. Theoretical reconceptualization is necessary for strategic brand engagement in emerging countries, which are marked by rapidly increasing digital penetration and changing consumer behavior patterns. Localized digital interaction tactics are strongly correlated with improved brand perception, loyalty development, and purchase intention, according to empirical data from Uzbek social media campaigns.
Nevertheless, the majority of current research is still campaign- and metric-focused, and it lacks an integrated strategic framework that explains how digital engagement techniques affect brand equity and long-term competitiveness in emerging countries in a systematic manner. The goal of this research is to create a thorough theoretical and methodological model of strategic digital brand engagement by combining engagement-performance transformation models, behavioral analytics, and localization techniques.
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