The impact of digital and social media on branding

Yan, Jack

Practice paper

The impact of digital and social media on branding

Jack Yan

Journal of Digital & Social Media Marketing, 3 (1), 59-72 (2015)

https://doi.org/10.69554/EHRO7016

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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Citation

Yan, Jack (2015, May 1). The impact of digital and social media on branding. In the Journal of Digital & Social Media Marketing, Volume 3, Issue 1. https://doi.org/10.69554/EHRO7016.