From Research to Recognition: A Dual-Path Digital Marketing Framework for Academic Branding and Knowledge Dissemination

In today’s interconnected research landscape, academic research remains primarily targeted at scholarly audiences, often overlooking its potential to influence industry and society. This editorial proposes a framework that strategically leverages digital marketing to amplify personal branding and broaden research reach. The model synergizes strategic brand development—combining positioning expertise, constructing a personal brand core, and iteratively refining digital presence through stakeholder feedback—with optimized dissemination strategies that align digital channels with research stages and storytelling formats. Addressing challenges such as oversimplification risks and time constraints, the framework offers solutions, including automation tools and institutional partnerships. These strategies empower researchers to transcend academic silos, democratize knowledge, and drive real-world innovation, positioning academia as a dynamic contributor to global progress.