The role of marketing mix elements in the digital branding process

The study primarily aims to reveal the challenges of the digital branding process and examine the roles of marketing mix elements in the digital branding process. The results obtained after the application conducted on the digital brand named BlenGroup showed that the marketing mix elements play an important role in the digital branding process and have significant effects on digital branding. Accordingly, positive and significant relationships were found between each of the components of product, price, distribution, promotion, people, physical evidence, and process management, and digital branding. As a result, correlation and regression analyses demonstrated that each marketing mix component has statistically significant and positive effects on digital branding. Particularly, promotion, process management, and product components were found to have the highest impact on digital branding. Additionally, the ANOVA and t-test results conducted to analyze the impact of demographic variables on marketing mix elements and digital branding revealed that demographic factors such as education level and gender also create significant differences in perceptions of marketing mix elements and digital branding.