The impact of digital anthropology on The co-creation brand of online brand management

The aim of the research is to practices of digital anthropology in the co-creation of brand management via the Internet, And present a proposed model for brand management via the Internet by activating digital anthropological practices, To achieve the goal of the research, the descriptive approach was relied on in the theoretical study to describe the concepts associated with the research topic, And conducting an exploratory study through the questionnaire tool to collect the necessary data to survey the research sample, which consisted of (100) individuals, and it was through interrogating them about digital anthropological practices through social media sites, And learn about the trends of their dealing and interaction with brands digitally, The research results, The social relations that are mediated by digital technology is one of the biggest challenges that appear in front of brand management via the Internet,. As there is a relationship between the type of digital anthropological practice that the user performs and the enhancement of the value of participatory creativity for managing the social identity of the brand online, Co-creation using virtual platforms is a multi-directional topic, but it provides many benefits for brands (competitive advantage - exit from awareness stage to brand endorsement stage), Research has recommended, the necessity of identifying the influencing obstacles towards participating in the participatory creativity of managing the brand digitally via the Internet and Apply the methodology of the proposed model to specific contexts of collaborative creativity and measure the extent of its impact on online brand reputation