مجلة الإعلام والمجتمع
Volume 9, Numéro 2, Pages 670-679
2025-12-28

Innovation Strategies In Digital Communication: A Critical Theoretical Study And Review Of Recent Literature



Authors : Balta Meriem .

Abstract

This study analyzed innovation strategies in digital communication from a critical theoretical perspective, focusing on technical, cultural, and organizational dimensions. Using a descriptive analytical method, it systematically reviewed 3 peer-reviewed studies. Findings showed that AI and big data improved message personalization and engagement, cultural adaptation enhanced acceptance, and organizational flexibility fostered innovation. A gap was identified in research on digital governance's impact. The study concluded that integrating technology, cultural sensitivity, and flexible structures ensures sustainable innovation, recommending investment in adaptable infrastructure, supportive governance, and skill development to meet the rapid evolution of digital communication.

Keywords

Digital communication, ; Innovation strategies, ; Cultural adaptation, ; Organizational flexibility, ; Artificial intelligence.

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