Twenty-three years of digital branding: systematic literature review

This study aims to produce a systematic study of the literature regarding digital branding based on theory, context, characteristics and methods (TCCM). This study has examined 53 papers on digital branding that have been published from several reputable journal databases namely Scopus, ProQuest, Ebsco Host, Emerald, and Taylor & Francis using the systematic literature review methodology. Study results have shown that at least 20 theories are widely used in researching digital branding. Services, online business, and online communities are the most studied research contexts. Personal branding, destination branding, place branding, employer branding and studies on consumers are characteristics that are often found. In research methodology, researchers use more survey methods, case studies, content analysis, and mixed methods. In this study, we have also provided for future research which could become a research opportunity that has not been widely carried out in the field of digital branding.