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Digital marketing and brand capital: IX9INE syndrome

Author

Listed:
  • Mouhamadou Bassirou POUYE

    (Senegal)

Abstract

The importance of socialmedia marketing is no longer to b eshown these days, it continues to attract the attention of researchers, specialists, and economic actors from all industries, because of its impactson all the extent of the earth. Social networks are real tools that are helping consumers’ to navigate their market. Thisisone of the reasons why specialists try to understand and to measure their impacts on the company's cosystem. This article is a response to the invitation of my dear colleagueand brother Civol Kane, to return by writing or in a videoon the model of the brand equity model, which I commented on following the publications of the fashion brand 6point9 on its social media Facebook. Thus, in order to alert about the risks that can often constitute messages with more or less sensitive content on socialnetworks, we will share this paper titled:"6POINT9" attention to the syndrome "6ix9ine".

Suggested Citation

  • Mouhamadou Bassirou POUYE, 2021. "Digital marketing and brand capital: IX9INE syndrome," Journal of Economics Library, EconSciences Journals, vol. 8(2), pages 64-77, June.
    • Handle: RePEc:cvv:journ5:v:8:y:2021:i:2:p:64-77
    as

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    References listed on IDEAS

    as
    1. Manfred Bruhn & Verena Schoenmueller & Daniela B. Schäfer, 2012. "Are social media replacing traditional media in terms of brand equity creation?," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 770-790, August.
    2. Keith S. Coulter & Manfred Bruhn & Verena Schoenmueller & Daniela B. Schäfer, 2012. "Are social media replacing traditional media in terms of brand equity creation?," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 770-790, August.
    3. Manfred Bruhn & Verena Schoenmueller & Daniela B. Schäfer, 2012. "Are social media replacing traditional media in terms of brand equity creation?," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 770-790, August.
    4. Samy Belaïd & Azza Temessek Behi, 2011. "The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context," Post-Print hal-02180696, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

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    JEL classification:

    • C51 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Construction and Estimation
    • C68 - Mathematical and Quantitative Methods - - Mathematical Methods; Programming Models; Mathematical and Simulation Modeling - - - Computable General Equilibrium Models
    • E02 - Macroeconomics and Monetary Economics - - General - - - Institutions and the Macroeconomy
    • F31 - International Economics - - International Finance - - - Foreign Exchange
    • F41 - International Economics - - Macroeconomic Aspects of International Trade and Finance - - - Open Economy Macroeconomics

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