Digital Government Communication For Smart Branding: Evidence From Indonesian Local Government

Abstract

The development of digital technology has transformed local government communication governance from static one-way models into interactive smart branding. This study analyzes the implementation of smart branding as a digital government communication strategy and evaluates its communication effectiveness. Utilizing a qualitative approach with a comparative case study of two local governments in Indonesia, data were gathered through in-depth interviews, digital media observations, and document analysis. Communication effectiveness was evaluated hierarchically using the AMEC Integrated Evaluation Framework, encompassing output, outtake, outcome, and impact dimensions. Findings show that Banjarmasin developed a city-system and service-integrated smart branding approach anchored in the “City of a Thousand Rivers” identity, while Mojokerto developed a heritage-led and experiential approach anchored in the “Full of Majapahit Greatness” identity; both cases progressed from output toward outtake and outcome, but the direct contribution of communication to strategic impact (tourism, investment, regional competitiveness) could not be established causally. Effectiveness of smart branding as digital government communication therefore depends on identity consistency, institutional integration, stakeholder engagement, and the quality of public experience, rather than digital communication intensity alone.