The new era of hyperdigitalization in digital brandingDigital branding will see a significant shift towards participation branding. As consumers increasingly rely on one another for feedback and input on what and where to buy products and services, the best brands invite consumers to participate in brand-building. This participation could involve a range of actions, from co-creationCo-creation of product design to customer-led innovation efforts, user-generated ads and promotions, and people-powered influencer marketingInfluencer marketing programs. Notably, each of these actions has the potential to positively influence customer engagementCustomer engagement.