UNVEILING DIGITAL DYNAMICS: INVESTIGATING BRAND IMAGE IMPACT FOR NEW RETAILERS
Authors: Santos Jr Juanito, Wei Zhang
Published: February 2024
Abstract
<p>The digital era has catalyzed a transformative shift in the landscape of retail enterprises, where digital marketing has emerged as an indispensable facet of competition. Grounded in digital technology and internet platforms, digital marketing transcends the constraints of traditional marketing, ushering in unprecedented opportunities for interaction between enterprises and consumers. New retail companies, positioned as key adopters of digital marketing strategies, are actively investigating its ramifications on brand image, a pivotal determinant of success in contemporary markets. In navigating this digital consumer milieu, new retailers must adopt proactive approaches to address consumer needs and cultivate a robust brand identity.</p>
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