Factors Influencing Brand Perception in the Digital Era
Keywords:
Brand Perception, Digital Era, Digital Content, E-WOM.Abstract
The development of digital technology has changed the way consumers interact with brands, while affecting the way they form perceptions of brands. This research aims to identify and examine various factors that influence brand perception in the digital era through a literature review approach. The review analyzed nine relevant and recent scholarly articles from both local and international contexts. The results show that there are several main factors that influence brand perception, including: the quality and relevance of digital content, multi-platform marketing strategies, brand message consistency, two-way interaction between brands and consumers, the role of influencers, visual identity and brand positioning, electronic word-of-mouth (e-WOM), and consumer perceptions of brand quality and value. These factors are interrelated in shaping consumers' digital experiences that impact emotional and cognitive perceptions of brands. The findings provide important implications for marketing practitioners and brand managers in designing effective and relevant communication strategies amidst the dynamic digital landscape
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