Managing digital marketing communication to build trust and sustainable brand reputation: A systematic review
Keywords:
Engagement, Influence, Reputation, Sustainability, CommunicationAbstract
This study systematically reviews how digital marketing communication (DMC) drives engagement, trust, and sustainable brand reputation in the digital ecosystem. With rising platform convergence and algorithmic personalization, understanding how communication mechanisms influence long-term brand value has become increasingly critical. Prior studies remain fragmented, focusing either on engagement, trust, or reputation without clarifying how these elements operate as an integrated pathway. Limited empirical work also examines message authenticity, ethical transparency, and technological affordances as mediating forces within digital communication. This review synthesizes 50 Scopus-indexed articles (2020–2025) and introduces an integrated model that connects engagement, trust, and reputation through technological, emotional, and ethical determinants. The core novelty lies in highlighting authenticity, interactivity, and value alignment as key drivers of sustainable digital brand reputation. Systematic Literature Review (SLR) based on PRISMA 2020 was conducted using the WATASE UAKE platform. Articles were screened through four stages; identification, screening, eligibility, and inclusion, resulting in the final set of 50 studies for thematic synthesis. The review shows that technological affordances (AI/VR interactivity, media richness), emotional drivers (engagement, trust, authenticity), and ethical transparency collectively strengthen digital trust and elevate brand reputation. Asia and Europe dominate the scholarly landscape, reflecting strong digital ecosystems and theoretical development. This study proposes an integrative, value-driven framework for managing DMC, highlighting its strategic role in building long-term, trustworthy, and sustainable digital brand reputation, especially relevant for SMEs and sustainable sectors.
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