The Digital Brand Gap: Identity–Image Disconnection in Indonesian Political Parties on Social Media

Abstract

This study examines the growing misalignment between political brand identity and public brand image in the context of Indonesia's digital political landscape. Drawing on a Systematic Literature Review (SLR) guided by the SALSA framework (Search, Appraisal, Synthesis, and Analysis), the study synthesizes 32 peer-reviewed publications from 2020 to 2025 that explore digital political branding, algorithmic mediation, and voter perception. Findings reveal that although political parties construct brand identities through curated narratives on platforms like Instagram, TikTok, and Twitter (X), public interpretations often diverge due to meme culture, satire, influencer framing, and algorithmic amplification. This identity–image gap is not merely a failure of communication but a structural outcome of the participatory, emotionally charged, and volatile nature of digital discourse. The study introduces the Digital Brand Gap Framework, which conceptualizes the interplay between strategic identity construction, social media mediation, and public reinterpretation. It offers both theoretical contributions to digital political communication and practical insights for designing adaptive, dialogic branding strategies in contemporary democracies.