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The impact of digital and social media on branding


  • Yan, Jack


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.

Suggested Citation

  • Yan, Jack, 2015. "The impact of digital and social media on branding," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 3(1), pages 59-72, May.
  • Handle: RePEc:aza:jdsmm0:y:2015:v:3:i:1:p:59-72

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    More about this item


    branding; brand equity; brand management; performance; organisation; market orientation; transparency; image;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising


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