Article: Twenty-three years of digital branding: systematic literature review Journal: International Journal of Electronic Marketing and Retailing (IJEMR) 2026 Vol.17 No.3 pp.290 - 317 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. Inderscience Publishers - linking academia, business and industry through research

Title: Twenty-three years of digital branding: systematic literature review

Authors: Nurdin Hidayah; Vanessa Gaffar; Ayu Krishna Yuliawati

Addresses: Faculty of Economics and Business Education, Universitas Pendidikan Indonesia, Bandung 40154, Indonesia; Department of Tourism, Politeknik Pariwisata NHI Bandung, Bandung 40141, Indonesia ' Faculty of Economics and Business Education, Universitas Pendidikan Indonesia, Bandung 40154, Indonesia ' Faculty of Economics and Business Education, Universitas Pendidikan Indonesia, Bandung 40154, Indonesia

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.

Keywords: digital branding; i-branding; online branding; e-branding; theory, context, characteristics and methods; TCCM; digital brand management; systematic literature review; SLR.

DOI: 10.1504/IJEMR.2026.153121

International Journal of Electronic Marketing and Retailing, 2026 Vol.17 No.3, pp.290 - 317

Received: 12 Jun 2023
Accepted: 30 Aug 2023
Published online: 23 Apr 2026 *

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Title: Twenty-three years of digital branding: systematic literature review

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