TRENDS ON TECHNOLOGY-BASED MEDIA BRANDING IN THE COMMUNICATION DISCIPLINE: A BIBLIOMETRIC ANALYSIS

Background The branding ecosystem of media technology-based communication has undergone significant changes due to digital advancements. Branding is no longer simply a channel for disseminating messages, but has become a space for interaction to build sustainable relationships with audiences. The main focus of this research is to identify publication trends, author productivity, collaboration networks, and mapping research themes based on keywords from scientific publications on the theme “Branding Based on Media Technology.” Methods Bibliometrics was used in this study to analyze branding publications conducted in technology media from 2015 to 2025. A total of 153 articles were eligible for processing using VOSviewer, Biblioshiny (R 4.4.1), and Microsoft Excel after data were retrieved from the Scopus database. Article growth, citation performance, author and country productivity, keyword mapping, and thematic structure were the main topics of the analysis. Results The research results show that the growth of branding publications using technology media fluctuated from 2015 to 2025, but has continued to increase since 2021. China is the most productive country in publications on this theme, while the United States is the most productive country with high levels of cross-border collaboration. Grouping keywords based on the main themes of “communication,” “humans,” and “human” demonstrates the vital role of a deep understanding of the integration of interactive media technology, branding, and human behavior. Conclusion The study of media-based branding in the communications discipline has fluctuated, but in recent years it has seen significant development. This is directly proportional to the increasing use of digital technology and social media in marketing communications strategies. Future research could further explore the meaning of branding as a strategic mechanism for organizations or companies to respond to health issues and maintain public trust.