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Abstract

This study investigates digital media-enhanced cultural brand development through creative strategies for urban identity construction, aiming to develop a comprehensive framework that extends integrated marketing communication theory while preserving cultural authenticity and enabling community participation. A mixed-methods approach incorporated stakeholder surveys (n=420) across four participant groups, systematic analysis of 800 social media posts, examination of 35 institutional platforms, and comparative analysis of 12 international cities, utilizing an AI-enhanced analytical pipeline with natural language processing, computer vision, and machine learning algorithms. Five core creative strategy elements were empirically validated: digital storytelling integration, community-centered content creation, heritage-digital synthesis, interactive cultural experiences, and dynamic community feedback systems. Community-centered content creation achieved the highest community acceptance correlation (r=0.91) and cultural authenticity correlation (r=0.84), while heritage-digital synthesis demonstrated the strongest urban identity impact correlation (r=0.88). Strategic digital media integration significantly amplifies urban cultural brand transmission effectiveness while preserving authentic cultural identity through community-centered approaches, providing urban administrators with evidence-based implementation frameworks for sustainable urban identity construction.

Keywords

Digital cultural branding Urban identity construction Creative strategies Community participation Cultural authenticity

Article Details

Author Biographies

Wei Zhang, Faculty of Applied and Creative Arts, Universiti Malaysia Sarawak, Sarawak, Malaysia

WEl ZHANG is currently pursuing the doctoral degree with the Faculty of Applied and Creative Arts, Universiti Malaysia Sarawak, and is also a teacher (associate professor) in the School of Fine Art and Design, Xinyang University, Xinyang, China. Her research interests include Art Management.

Mastika b. Lamat, Faculty of Applied and Creative Arts, Universiti Malaysia Sarawak, Sarawak, Malaysia.

Mastika.b.Lamat is currently an associate professor in the Faculty of Applied and Creative Arts, Universiti Malaysia Sarawak, His research interests include Art Management.

How to Cite
Zhang, W., & b. Lamat, M. (2025). Digital media-enhanced cultural brand development: creative strategies for urban identity construction. Future Technology, 4(4), 72–84. Retrieved from https://fupubco.com/futech/article/view/472
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