Beyond Branding: A Strategic Analysis of How Corporate Communication Shapes Organizational Identity in the Digital Era

Abstract

This research is conducted with the aim of understanding how corporate communication shape
organizational identity particularly in digital era beyond branding. The main focus of this study
was how the innovative technologies such as social media, web platforms and digital marketing
has significantly transformed the ways in which corporations develop their strategies and enhance
effectiveness. The research is quantitative in which researcher aimed to understand how different
digital communication strategies such as digital storytelling, digital crisis communication and
others can help the corporations to maintain a company’s identity and brand reputation through
stakeholders’ engagement. The researcher collected data from businesses based in Oman and
selected through random sampling method. The total sample size for this research is 380 who are
contacted through email. Various statistical techniques are employed for analysing the data
collected such as descriptive statistics and inferential statistics. The findings revealed that there is
a significant positive impact of corporate communication strategies on organizational identity and
other variables.