Comparative Evaluation Of Digital Pr Communication Strategies  Between International And Local Brands

Buvabekova Nigina Pastakhan qizi

Authors

Buvabekova Nigina Pastakhan qizi 1st year graduate student at the Uzbekistan state World Languages University. field of study: PR and information service

Keywords:

digital PR, international brands, local brands, communication strategy, social media engagement, cultural localization, public relations effectiveness

Abstract

Research objectives: This study aims to comparatively evaluate the digital public relations (PR) communication strategies of international and local brands, with a focus on identifying strategic patterns, performance differentials, and the role of cultural adaptation in shaping digital audience outcomes. Design/Methodology/Approach: A mixed-methods research design was employed, combining systematic content analysis of 200 social media campaigns across Instagram, LinkedIn, Twitter/X, and YouTube, quantitative engagement metric collection, and semi-structured interviews with 16 PR communication professionals from both brand categories. Research findings: International brands significantly outperform local brands in absolute reach and impressions, yet local brands demonstrate markedly higher engagement depth — including engagement rates up to 43% above those of their international counterparts. Cultural alignment in content was positively correlated with engagement quality (r = 0.71, p < 0.001). Theoretical contributions/Originality: The study proposes the Communication Strategy Alignment Model (CSAM), a novel theoretical construct that maps brand internationalization level against cultural resonance, authenticity, and digital engagement depth. This model provides a replicable evaluative instrument for future PR scholarship. Implications for practitioners/policy: PR professionals at international brands should invest in localized content sub-strategies tailored to specific market contexts. Policymakers and media regulatory bodies are encouraged to develop digital PR guidelines that support cultural authenticity standards. Limitations/Research implications: The study is geographically limited to markets in Central Asia and Eastern Europe over a 10-month data window. Future research should expand the geographic and temporal scope and examine the emerging role of AI-assisted content generation in PR strategy differentiation