Digital Brand Building in Entrepreneurial Ventures: The Role of Data-Driven Marketing, UX Design, and Platform Strategy in Customer Acquisition and Loyalty

Lara Çelik

doi:10.62802/cf44fk08

Authors

Lara Çelik University of Westminster Author https://orcid.org/0000-0002-7957-0836

DOI:

https://doi.org/10.62802/cf44fk08

Keywords:

digital brand building, entrepreneurial ventures, data-driven marketing, user experience design, platform strategy, customer loyalty

Abstract

Digital platforms have fundamentally reshaped how entrepreneurial ventures build brands, acquire customers, and sustain long-term loyalty. This paper examines digital brand building in entrepreneurial ventures, focusing on the strategic interplay between data-driven marketing, user experience (UX) design, and platform strategy. Unlike established firms, entrepreneurial ventures operate under conditions of resource constraints, market uncertainty, and rapid iteration, making digital channels central to brand formation rather than mere communication tools. Drawing on research from digital marketing, human–computer interaction, and platform economics, this study synthesizes how data analytics enable precision targeting, UX design shapes brand perception through user interaction, and platform strategies facilitate scalable customer engagement. The paper argues that successful digital brand building emerges from the alignment of analytical insight, experiential design, and ecosystem-oriented platform thinking. By framing branding as a dynamic, data-informed process embedded in digital infrastructures, this research contributes to a deeper understanding of how entrepreneurial ventures can achieve sustainable customer acquisition and loyalty in competitive digital markets.

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