The digital transformation of retail has profoundly reshaped how brands engage with consumers and manage their presence across online platforms. Establishing and maintaining a coherent digital brand identity has become essential, as it influences consumer perceptions, trust, and loyalty across multiple touchpoints. Digital brand identity encompasses not only visual elements but also user experience, content, service interactions, and operational consistency, all of which contribute to long-term brand value.

Influencer marketing has emerged as a strategic mechanism to enhance brand visibility and advocacy. Collaborations with credible social media influencers facilitate authentic engagement, emotional connection, and voluntary promotion of the brand. Micro-influencers, in particular, strengthen trust-based relationships, encouraging active consumer participation and brand advocacy. Data-driven personalization and algorithmic targeting further optimize these interactions, ensuring relevance and campaign effectiveness.

In this chapter, combining digital brand identity, influencer marketing, and integrated campaign planning is presented as a comprehensive framework for sustainable competitive advantage in online retail. Strategically integrating these elements enables brands to reinforce consumer trust, loyalty, and long-term value in dynamic digital marketplaces.