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The impact of digital and social media on branding

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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.
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Keywords: brand equity; brand management; branding; image; market orientation; organisation; performance; transparency

Document Type: Research Article

Publication date: 01 May 2015

More about this publication?
  • Journal of Digital & Social Media Marketing is the essential peer-reviewed, professional journal for all those involved in the marketing of products or services using digital channels. Its overriding goal is to provide an authoritative, practitioner-focused forum to support the professional development of all those working in, or entering, the field. As such, the Journal's content is both of direct relevance to the practice of digital marketing and intellectually rigorous.

    Topics range from measuring and improving digital media effectiveness and ROI to search engine optimisation, from social media marketing to partner marketing, from mobile marketing to email marketing, website design, display advertising, pay per click and detailed marketing analytics. In short the Journal focuses on any of the established and emerging digital media, tools and practices requiring new approaches to marketing, branding and understanding customer behavior and attitudes.

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