The impact of digital and social media on branding

Jack Yan

Journal of Digital & Social Media Marketing, 2015, vol. 3, issue 1, 59-72

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/1014/download/ (application/pdf)
https://hstalks.com/article/1014/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2015:v:3:i:1:p:59-72

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().