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This study is focused on the role of netizen in digital marketing activities to attempt the development ofstrategic brand of “XYZ”. The purpose of this study to identify whether netizen as users have recognize the“XYZ” brand as a product of internet mobile, through four variables of brand performances: delivery message,creative advertisement, product understanding, and brand association. It is also to measure users’ level ofawareness to the website of “murah itu XYZ”. The research methodology applied in this study is descriptivequantitative study using Likert scale. The result shows that the highest level of brand performance is not onlyfrom delivery message, but it also indicates that netizen have recognized the “XYZ” as internet mobile under theactivity of digital marketing. In addition, users are not aware yet to the website of “murah itu XYZ”. The contentof the mobile advertising should be increased in the near future.

Enhancing Netizen As A Digital Marketing Activity Toward Strategic Branding: A Case Study of “XYZ” Brand