What question did this study set out to answer?

The study aims to systematically analyze the literature on digital branding to identify theories, contexts, characteristics, and methodologies used.

April 26, 2026

Twenty-three years of digital branding: systematic literature review

Key Points

The study aims to systematically analyze the literature on digital branding to identify theories, contexts, characteristics, and methodologies used.
Reviewed 53 papers on digital branding from various journal databases including Scopus and Ebsco Host.
Utilized systematic literature review methodology to categorize findings.
Identified prevalent theories, contexts, and research methodologies in digital branding.
Identified at least 20 widely used theories in digital branding research.
Services, online business, and online communities emerged as the most studied contexts.
Noted the frequent use of surveys, case studies, and mixed-method approaches in digital branding research.

Abstract

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.

Mark Helpful

Bookmark

Relay