The Role of Digital Advertising and AI-Based Public Relations in Brand Promotions: Conceptual Framework

Antoinette Yaa Benewaa Gabrah (), George Kofi Amoako () and Emelia Amoako Asiedu ()
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Antoinette Yaa Benewaa Gabrah: Academic City University College
George Kofi Amoako: Ghana Communication Technology University
Emelia Amoako Asiedu: Ghana Communication Technology University, Department of Marketing

Chapter 10 in Entrepreneurship and Small and Medium-Sized Enterprises (SMEs) in Africa, 2026, pp 211-228 from Springer

Abstract: Abstract Digital advertising and AI-based public relations (PR) have become critical tools for brand promotion in the modern marketing landscape. This study, therefore, examines the linkage between digital advertising, AI-based public relations, and brand promotion. The work is essentially a non-empirical review of literature, with the development of a conceptual model that can be tested in future studies. This study suggests that digital advertising, if effectively implemented and managed by an organization, could positively and significantly affect brand promotion, irrespective of the category of the brand. Also, AI-based public relations could yield a positive and significant impact on brand promotion. Again, both digital advertising and AI-based public relations, if applied together as a combined digital marketing communication strategy, can also bring in positive brand promotion effects for firms. The study recommends that managers of firms, including those in emerging markets, should invest in integrating digital advertising and AI-based PR to streamline operations and enhance brand visibility.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-032-14174-3_10

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DOI: 10.1007/978-3-032-14174-3_10

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