{"id":"https://openalex.org/W4404061908","doi":"https://doi.org/10.33050/sabda.v3i2.539","title":"Digital Marketing Strategies in Building Brand Awareness and Loyalty in the Online Era","display_name":"Digital Marketing Strategies in Building Brand Awareness and Loyalty in the Online Era","publication_year":2024,"publication_date":"2024-09-23","ids":{"openalex":"https://openalex.org/W4404061908","doi":"https://doi.org/10.33050/sabda.v3i2.539"},"language":"en","primary_location":{"id":"doi:10.33050/sabda.v3i2.539","doi":"https://doi.org/10.33050/sabda.v3i2.539","is_oa":true,"landing_page_url":"https://doi.org/10.33050/sabda.v3i2.539","pdf_url":"https://journal.pandawan.id/sabda/article/download/539/459","source":{"id":"https://openalex.org/S4387283384","display_name":"Startupreneur Business Digital (SABDA Journal)","issn_l":"2962-0260","issn":["2962-0260","2962-0279"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Startupreneur Business Digital (SABDA Journal)","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"hybrid","oa_url":"https://journal.pandawan.id/sabda/article/download/539/459","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5114523748","display_name":"Thomas Rochefort","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Thomas Rochefort","raw_affiliation_strings":["iLearning incorporation"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"iLearning incorporation","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5114523749","display_name":"Zinhle Ndlovu","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Zinhle Ndlovu","raw_affiliation_strings":["Mfinitee Incorporation"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Mfinitee Incorporation","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":8.9304,"has_fulltext":true,"cited_by_count":12,"citation_normalized_percentile":{"value":0.97574875,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":99},"biblio":{"volume":"3","issue":"2","first_page":"107","last_page":"114"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9965999722480774,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9965999722480774,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.0017999999690800905,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.001500000013038516,"subfield":{"id":"https://openalex.org/subfields/3317","display_name":"Demography"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/digital-marketing-strategy","display_name":"digital marketing strategy","score":0.9570000171661377},{"id":"https://openalex.org/keywords/brand-awareness","display_name":"brand awareness","score":1.0},{"id":"https://openalex.org/keywords/customer-loyalty","display_name":"customer loyalty","score":0.9760000109672546},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.9950000047683716},{"id":"https://openalex.org/keywords/content-marketing","display_name":"content marketing","score":1.0},{"id":"https://openalex.org/keywords/personalized-marketing","display_name":"personalized marketing","score":0.972000002861023},{"id":"https://openalex.org/keywords/targeted-advertising","display_name":"targeted advertising","score":0.8870000243186951},{"id":"https://openalex.org/keywords/online-consumer-behavior","display_name":"online consumer behavior","score":0.8199999928474426},{"id":"https://openalex.org/keywords/customer-relationships","display_name":"customer relationships","score":0.890999972820282},{"id":"https://openalex.org/keywords/brand-differentiation","display_name":"brand differentiation","score":0.6610000133514404}],"concepts":[{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.7060978412628174},{"id":"https://openalex.org/C2780144342","wikidata":"https://www.wikidata.org/wiki/Q1900653","display_name":"Brand loyalty","level":2,"score":0.6662635207176208},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6320393085479736},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5140867829322815},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.5097808241844177},{"id":"https://openalex.org/C2776967331","wikidata":"https://www.wikidata.org/wiki/Q1132131","display_name":"Loyalty","level":2,"score":0.48384276032447815},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.4827665388584137},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.44518184661865234}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.33050/sabda.v3i2.539","doi":"https://doi.org/10.33050/sabda.v3i2.539","is_oa":true,"landing_page_url":"https://doi.org/10.33050/sabda.v3i2.539","pdf_url":"https://journal.pandawan.id/sabda/article/download/539/459","source":{"id":"https://openalex.org/S4387283384","display_name":"Startupreneur Business Digital (SABDA Journal)","issn_l":"2962-0260","issn":["2962-0260","2962-0279"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Startupreneur Business Digital (SABDA Journal)","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.33050/sabda.v3i2.539","doi":"https://doi.org/10.33050/sabda.v3i2.539","is_oa":true,"landing_page_url":"https://doi.org/10.33050/sabda.v3i2.539","pdf_url":"https://journal.pandawan.id/sabda/article/download/539/459","source":{"id":"https://openalex.org/S4387283384","display_name":"Startupreneur Business Digital (SABDA Journal)","issn_l":"2962-0260","issn":["2962-0260","2962-0279"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Startupreneur Business Digital (SABDA Journal)","raw_type":"journal-article"},"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4404061908.pdf","grobid_xml":"https://content.openalex.org/works/W4404061908.grobid-xml"},"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W2502602052","https://openalex.org/W4211010859","https://openalex.org/W2038743449","https://openalex.org/W2555395902","https://openalex.org/W2031121378","https://openalex.org/W2020313440","https://openalex.org/W4319315209","https://openalex.org/W2364477479","https://openalex.org/W2077101269","https://openalex.org/W4392314777"],"abstract_inverted_index":{"In":[0,145],"today\u2019s":[1],"digital":[2,8,60,148,191],"era,":[3],"businesses":[4,178],"are":[5],"increasingly":[6],"adopting":[7],"marketing":[9,27,61,90,149],"strategies":[10],"to":[11,29,140,179],"enhance":[12],"brand":[13,78,124],"awareness":[14,79,125],"and":[15,33,48,73,80,96,120,126,143,159,174,184],"foster":[16],"customer":[17,130,182],"loyalty.":[18,81,131],"As":[19],"online":[20,106,155],"interactions":[21],"grow,":[22],"companies":[23,56],"must":[24],"adapt":[25],"their":[26],"efforts":[28],"stay":[30],"compet-":[31],"itive":[32],"engage":[34],"effectively":[35],"with":[36],"consumers.":[37],"This":[38],"research":[39],"employs":[40],"a":[41,104,186],"mixed-":[42],"method":[43],"approach,":[44],"using":[45],"both":[46],"qualitative":[47],"quantitative":[49],"data":[50],"from":[51],"case":[52],"studies":[53],"of":[54,68,114,154,162,169],"successful":[55,147],"that":[57,111],"have":[58],"implemented":[59],"strategies.":[62,164],"The":[63,82,108,165],"study":[64,83],"examines":[65],"the":[66,160,190],"role":[67],"social":[69,115,170],"media,":[70,116,171],"content":[71,172],"marketing,":[72,173],"personalized":[74,89,175],"communication":[75],"in":[76,103,133,189],"building":[77],"provides":[84],"new":[85],"insights":[86],"into":[87],"how":[88],"efforts,":[91],"including":[92],"targeted":[93],"cam-":[94],"paigns":[95],"relevant":[97],"content,":[98,119],"help":[99],"brands":[100],"differentiate":[101],"themselves":[102],"crowded":[105],"marketplace.":[107],"findings":[109],"show":[110],"consistent":[112],"use":[113],"en-":[117],"gaging":[118],"personalization":[121],"significantly":[122],"boost":[123],"fos-":[127],"ter":[128],"long-term":[129],"Personalization,":[132],"particular,":[134],"strengthens":[135],"cus-":[136],"tomer":[137],"relationships,":[138],"leading":[139],"repeat":[141],"purchases":[142],"advocacy.":[144],"conclusion,":[146],"requires":[150],"an":[151],"in-depth":[152],"understanding":[153],"con-":[156],"sumer":[157],"behavior":[158],"application":[161],"tailored":[163],"effective":[166],"inte-":[167],"gration":[168],"messages":[176],"enables":[177],"build":[180],"lasting":[181],"relationships":[183],"gain":[185],"competitive":[187],"edge":[188],"marketplace":[192]},"counts_by_year":[{"year":2026,"cited_by_count":3},{"year":2025,"cited_by_count":8},{"year":2024,"cited_by_count":1}],"updated_date":"2026-08-25T07:29:55.448023","created_date":"2025-10-10T00:00:00"}
