Practice paper
The impact of digital and social media on branding
Journal of Digital & Social Media Marketing,
3
(1),
59-72
(2015)
Abstract
Academics and practitioners are familiar with numerous market orientation and branding models. However, thanks to changes in the digital landscape — notably within the field of social media — marketers have a new set of concerns. This paper considers whether these elements can be brought together in a single model with positive consequences for brand equity.
Keywords: branding; brand equity; brand management; performance; organisation; market orientation; transparency; image
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