The Impact of Digital Marketing Practices on Building Customer-Based Brand Equity: A Systematic Literature Review

Abstract

This systematic literature review (SLR) sought to investigate the influence of digital marketing (DM) practices on various dimensions of customer-based brand equity (CBBE) within the hospitality sector. The study focused on key dimensions, including brand awareness, brand associations, perceived quality, brand trust, and brand loyalty. Following the PRISMA protocol, a standardized and transparent review process was employed. The review encompassed a comprehensive search across five prominent databases (Emerald Insight, EBSCO, Scopus, Google Scholar, and Taylor & Francis), and strict inclusion and exclusion criteria were applied to ensure impartiality and adherence to systematic review principles. The SLR initially collected 611 articles. After applying SLR inclusion and exclusion criteria, 22 relevant articles were identified as eligible and thoroughly screened and analysed using the SLR methodology. The findings highlighted the growing significance of DM aspects, particularly social media marketing, within the hospitality industry. Various DM practices, such as electronic word of mouth (eWOM), online reviews, user-generated content (UGC), online experiential marketing, and other digital capabilities, were found to enhance marketing effectiveness, reduce costs, and contribute to the development of CBBE in the hospitality sector. This study contributes to the existing literature by highlighting the gaps in the existing literature and identifying the effects of DM practices on CBBE. Moreover, the study proposes an integrated conceptual framework to provide a more comprehensive understanding of the impact of DM practices on CBBE in the hospitality sector.