Digital Communication Platforms for Institutional Branding: A Conceptual Review of Learning, Digital Literacy, and AI/Ml Integration

Biljana Vitković; Dejan Dašić; Gruja Kostadinović; Marija Ilievski Kostadinović

doi:10.23947/2334-8496-2026-14-1-125-133

Authors

Biljana Vitković Faculty of Sport, University “Union-Nikola Tesla”, Belgrade, Serbia https://orcid.org/0000-0001-5312-0979
Dejan Dašić Information Technology School, Belgrade + Faculty of Sport, University “Union-Nikola Tesla”, Belgrade, Serbia https://orcid.org/0000-0002-8245-1117
Gruja Kostadinović Business and Law Faculty, MB University, Belgrade, Serbia https://orcid.org/0000-0002-6049-0916
Marija Ilievski Kostadinović Business and Law Faculty, MB University, Belgrade, Serbia https://orcid.org/0000-0001-7137-6177

DOI:

https://doi.org/10.23947/2334-8496-2026-14-1-125-133

Keywords:

digital communication platform, institutional branding, learning, digital literacy, artificial intelligence, machine learning

Abstract

This paper examines the role of digital communication platforms in institutional branding in higher education, with particular attention to learning processes, digital literacy, and the integration of artificial intelligence (AI) and machine learning (ML). Based on a structured review and theoretical synthesis of interdisciplinary literature, the study conceptualizes institutional branding as a dynamic and relational process shaped by digitally mediated interactions among multiple stakeholders.The analysis integrates three interrelated dimensions: digital communication platforms and institutional strategies, stakeholders’ digital literacy as a mediating factor in engagement and trust formation, and the role of AI/ML systems in personalizing content, shaping visibility, and quantifying engagement, including their ethical implications. The paper argues that digital platforms function as infrastructural spaces for the co-creation of institutional reputation, while digital literacy enables meaningful engagement and trust. At the same time, AI/ML systems enhance communicative efficiency but introduce reputational and ethical risks. The study proposes a conceptual framework to support future empirical research and the development of responsible communication strategies in higher education.

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