Digital Branding in Increasing Civic Engagement; A Public Relation Strategy in the Battle of Perceptions

Abstract

This paper aims to analyze digital branding in increasing community involvement in the Nurul Jadid Paiton Islamic boarding school, Probolinggo, East Java, Indonesia. This study uses a qualitative approach to seek more in-depth information to form a brand image strategy to foster public image and trust. To collect the research data, the researcher used interview, observation, and documentation techniques. The data that will collect in this study are related to digital branding and public relations strategies in increasing public participation. The results of research carried out by islamic boarding school public relations with several strategies to introduce the brand through a website to build digital branding to increase community interaction.