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All Journal Econosia Journal
Aviatun Hasanah
Universitas Nurul Jadid

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Multi-Platform Advertising Optimization: Digital Strategy Integration as A Brand Equity Catalyst, Louis Leonardo Rifka Jannatul Firdausiyah; Muthi’ah Rahman; Unzilah Khomairotusshiyamah; Aviatun Hasanah; Yusril Ihza Saputra; Moh. Holidi; Mona Novita; Louis Leonardo
Econosia Journal Vol. 1 No. 1 (2026)
Publisher : Litera Cendikia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/econosia.v1i1.40

Abstract

This study aims to analyze the role of multi-platform digital advertising in strengthening brand equity within educational institutions through structured, consistent, and sustainable branding strategies. This research employed a qualitative approach with a case study design to explore digital branding practices and institutional communication strategies. Data were collected through observation, in-depth interviews, and documentation of digital communication activities, followed by analysis through data reduction, narrative presentation, and interpretation processes. The findings indicate that strengthening brand equity can be achieved through three main strategies: maintaining consistency between institutional identity and messages across various digital platforms, optimizing platform-specific features to enhance audience engagement, and utilizing data-driven evaluation to improve communication effectiveness. The results demonstrate that digital platforms function not only as communication media but also as strategic instruments for understanding audience behavior and developing adaptive branding policies. The implications of this study highlight that educational institutions should integrate digital branding into their strategic management practices by combining institutional values with innovative communication approaches to build a strong, relevant, and competitive institutional image.
Co-Authors Louis Leonardo Moh. Holidi Mona Novita Muthi’ah Rahman Rifka Jannatul Firdausiyah Unzilah Khomairotusshiyamah Yusril Ihza Saputra