Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal International Journal of Management and Business Economics Southeast Asia Journal of Graduate of Islamic Business and Economics
Ifghaniyafi Farras, Joval
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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A Systematic Review Of Digital Indicatiors Digital Indicators For Brand Awarenesss Measurement Ifghaniyafi Farras, Joval; Dwisanto, Raden Rifqi; Akbar, Adhadian
SOUTHEAST ASIA JOURNAL oF GRADUATE OF ISLAMIC BUSINESS AND ECONOMICS Vol. 4 No. 3 (2026): January
Publisher : Pascasarjana, Institut Agama Islam Sultan Muhammad Syafiuddin Sambas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37567/sajgibe.v4i3.5009

Abstract

This study evaluates digital metrics used to capture initial brand awarenesss perceptions, compares their operational implementation across social media platforms, examines their underlying theoretical foundations, and assesses the interdisciplinary methodologies employed. Following a structured systematic literature review aligned with PRISMA guidelines, we screened studies published up to 2024 using predefined inclusion criteria, resulting in a final sample of fifty empirical studies and review articles. These studies encompass quantitative, qualitative, and mixed‑methods research and focus on platforms such as Facebook, Twitter, Instagram, TikTok, and selected regional networks. The findings indicate that advanced computational approaches particularly those integrating sentiment analysis, social network metrics, and machine learning techniques improve sentiment classification accuracy, strengthen construct validity, and enhance the predictive validity of digital brand awarenesss measures. However, the literature reveals a persistent lack of standardized cross‑platform operationalization and limited theoretical coherence. Although a wide range of theoretical models informs metric development, many studies rely on implicit, fragmented, or weakly articulated foundations, constraining causal interpretation and cumulative theory building. The study contributes to both theory and practice by clarifying these limitations and offering directions for the development of more consistent, comparable, and theoretically grounded measures of digital brand awarenesss in an increasingly complex social media landscape
Open Innovation In Marketing Research: A Bibliometric Review Of Conceptual and Empirical Developments Ifghaniyafi Farras, Joval; Maryana, Lina
International Journal of Management and Business Economics Vol. 4 No. 2 (2026): February
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v4i2.1400

Abstract

Open innovation (OI), defined as the purposive management of knowledge inflows and outflows to accelerate innovation, has become an increasingly prominent framework in marketing scholarship as markets digitize and value creation shifts toward interactive ecosystems. Despite this growing interest, marketing oriented OI research remains conceptually dispersed across adjacent constructs such as co creation, customer engagement, user innovation, social media enabled collaboration, and platform mediated communities. This study provides a bibliometric review that maps the conceptual and empirical development of OI in marketing research through an analysis of keyword co occurrence patterns and thematic evolution. Following established bibliometric guidelines, the domain is synthesized using VOSviewer science mapping techniques, including network, overlay, and density visualizations. The resulting network structure positions open innovation as a central hub connected to three dominant thematic areas. These include co creation and new product development, frequently examined in SME and Industry 4.0 contexts; digital and social media enabled engagement and prosumption; and value co creation and interactive marketing within customer communities and networked organizational forms.
Co-Authors Akbar, Adhadian Maryana, Lina Raden Rifqi Dwisanto