Abstract

This study aims to analyze the role of social media as a digital marketing tool in shaping and strengthening brand image in the food and beverage industry, with a case study on the brand "Hangry". The approach used is descriptive qualitative, through literature analysis and case studies related to digital branding strategies. The results of the study show that social media plays a significant role in expanding market reach, increasing brand visibility, and building emotional relationships between consumers and brands through creative content, personalized messages, and Electronic Word of Mouth (E-WOM). The implementation of digital marketing strategies by Hangry has successfully strengthened brand image through a combination of conventional and digital branding, creating a consistent and relevant customer experience across various platforms. Despite challenges such as global competition and brand identity consistency, strategic social media integration has proven to be able to increase customer loyalty and brand value in a competitive market.