IMPACT OF DIGITAL MARKETING ON FRANCHISE BUSINESS MODELS

This study explores the impact of digital marketing on franchising business models, focusing on changes in communication, brand governance, and franchise performance. Based on a literature review, the findings show that digital technologies such as social media, big data, and AI enhance customer engagement, improve brand equity, and support data-driven decision-making in franchise networks. However, challenges remain, including brand consistency issues, platform dependency, and data privacy concerns. The study also highlights the growing role of co-creation between franchisors, franchisees, and consumers in digital environments. Overall, digital marketing is found to be a transformative factor in franchising, improving efficiency while introducing new governance challenges.