电邮这篇文章 The Transformation of the Concept of Branding in Digital Marketing
- 作者: Ten Y.P.1, Gayko E.B.2
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隶属关系:
- Financial University under the Government of the Russian Federation
- Russian Customs Academy
- 期: 卷 20, 编号 6 (2024)
- 页面: 203-207
- 栏目: Regional and Sectoral Economics
- URL: https://journals.rcsi.science/2541-8025/article/view/284596
- DOI: https://doi.org/10.33693/2541-8025-2024-20-6-203-207
- EDN: https://elibrary.ru/LMPPEV
- ID: 284596
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详细
The relevance of the research topic is due to the need for a scientific analysis of changes in the understanding of branding, in channels and methods of brand promotion, models of brand and consumer interaction in the context of the impact of digital technologies on the business process. The purpose of the study is to study the digital transformation of the branding concept. The authors use general scientific research methods (analysis, comparison, generalization), as well as elements of phenomenological and analytical approaches. As a result of the research, the main features of the difference between digital marketing and traditional marketing are revealed; the advantages of digital marketing in terms of more effective interaction with customers are indicated; the content of the concept of digital branding is clarified; digital branding trends are outlined.
作者简介
Yulia Ten
Financial University under the Government of the Russian Federation
编辑信件的主要联系方式.
Email: YPTen@fa.ru
ORCID iD: 0000-0003-2387-6243
SPIN 代码: 3745-3928
Scopus 作者 ID: 57210258334
Researcher ID: B-1887-2018
Dr. Sci. (Philos.), Associate Professor, Professor of Department of Marketing
俄罗斯联邦, MoscowElena Gayko
Russian Customs Academy
Email: gaykoelena@gmail.com
SPIN 代码: 3788-9870
старший преподаватель кафедры Иностранных языков
俄罗斯联邦, Lyubertsy参考
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