The evolution of branding in the era of social media: the impact of content on corporate image

Abstract

The relevance of the study is driven by the rapid expansion of digital platforms, the development of algorithmic recommendation systems, shifts in consumer behavior, and the growing importance of content-oriented communication in the contemporary marketing environment. The purpose of the article is to investigate the evolution of branding in the digital environment, determine the impact of various types of social media content on the formation of corporate image, and develop an integrated system for evaluating the effectiveness of brand content interaction with audiences. The study applies methods of scientific generalization, comparative analysis, systematization, structural-logical approach, content analysis, elements of digital analytics, and information visualization. The article analyzes the historical transformation of advertising and content communication – from television advertising to AI-driven branding and algorithmic digital interaction. The key stages of branding development in the context of digitalization are identified, and the influence of short-form video content, user-generated content, influencer promotion, interactive communication, and social commerce on the formation of digital brand image is characterized. It has been established that modern brands are shifting from a model of mass advertising influence toward personalized interaction with communities, digital platforms, and algorithmic ecosystems. The results of the study demonstrate that the authenticity of content, emotional interaction, brand response speed, and audience engagement level exert the greatest influence on digital loyalty and a brand's reputational resilience. An integrated system for evaluating the impact of social media content on brand image is proposed, encompassing indicators of content trust, emotional perception, viral dissemination, digital community activity, brand digital visibility, and reputational resilience. The practical significance of the study lies in the potential to apply the proposed approaches to developing brand content strategies, evaluating digital communication effectiveness, managing digital reputation, and enhancing companies’ competitiveness in social media environments.