Navigating the Digital Frontier of Marketing: The Intersection of Identity, Consumption, and Market Dynamics in Online Communities

In this manuscript, we build upon previous Special Issues in marketing from the Revista de Administração de Empresas (Barcelos & Rossi, 2015; Rossi & Farias, 2006) and the Revista de Administração Contemporânea (Vieira et al., 2023), as well as research that has deepened our understanding of the role of Brazilian scholars and marketing themes (Brei et al., 2020; Mazzon & Hernandez, 2013). We are excited to contribute to this research body by proposing the first1 Brazilian Administration Review Special Issue on digital marketing and consumer behavior. Digital marketing refers to the application of marketing in digital environments, including but not limited to omnichannel (Gasparin & Slongo, 2023), platforms, and technologies to promote and advertise products, services, or brands to a targeted audience. Consumer behavior in this area examines how, when, and where individuals consume across firms, communities, and peer-to-peer interactions, and it assesses the marketing orientation from firms. As a process, digital marketing involves identifying, understanding, and satisfying the needs and desires of customers when understanding and applying traditional tools to the digital field. Firms manage digital marketing through various strategies, including search engine optimization (SEO), content marketing, social media, owned and paid advertising (Vargas et al., 2025), influencer marketing, fan communities, engagement, analytics, artificial intelligence, and machine learning.