Comunicación de marca en el contexto digital: una revisión sistemática de la literatura (2020-2024)

Santiago Mayorga Escalada; David Alameda García; Sergio Luque Ortiz; Javier Casanoves Boix

Comunicación de marca en el contexto digital: una revisión sistemática de la literatura (2020-2024)

Mayorga-Escalada, Santiago ^[1] ; Alameda-García, David ^[3] ; Luque-Ortiz, Sergio ^[1] ; Casanoves-Boix, Javier ^[2]
1. [1] Universidad Internacional de La Rioja
  
  Universidad Internacional de La Rioja
  
  Logroño, España
2. [2] Universitat de València
  
  Universitat de València
  
  Valencia, España
3. [3] UNIE Universidad
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Localización: Obra digital: revista de comunicación, ISSN-e 2014-5039, Nº. 29, 2026 (Ejemplar dedicado a: La comunicación como objeto y herramienta de análisis: perspectivas sobre su transformación), págs. 115-136
Idioma: español
DOI: 10.25029/od.2026.516.29
Títulos paralelos:
- Brand Communication in the Digital Context: A Systematic Literature Review (2020–2024)
Enlaces
- Texto completo 1 2
Resumen
- español
  El presente estudio realiza un análisis de la comunicación de marca en el contexto digital mediante una revisión sistemática de la literatura reciente (2020-2024). A través del método PRISMA, se realizó una investigación cuantitativa y cualitativa; se examinaron 25 artículos científicos para identificar tendencias, enfoques metodológicos y líneas discursivas en la disciplina. Los resultados destacan cuatro ejes clave en la comunicación de marca: (1) la construcción de la identidad de marca, (2) el impacto de la tecnología, (3) el engagement en redes sociales y (4) el auge de las marcas con propósito. Se evidencia que la identidad de marca es un elemento estratégico que se transforma en función de las interacciones del usuario. Además, el avance tecnológico ha redefinido las estrategias comunicativas, permitiendo experiencias más personalizadas y omnicanales.
- English
  This study analyses brand communication in a digital context by conducting a systematic review of the literature published between 2020 and 2024. Twenty-five scientific articles were examined using the PRISMA method, employing quantitative and qualitative research to identify trends, methodological approaches, and lines of discourse within the discipline. The results highlight four key areas of brand communication: (1) brand identity construction; (2) the impact of technology; (3) social media engagement; and (4) the growing popularity of purpose-driven brands. The findings reveal that brand identity is a strategic pillar that evolves based on user interactions. Furthermore, the impact of technological advancements is examined.
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