The Impact of Social Media on Brand Equity : A Quantitative Study
Qian, Xiaojie (2011) The Impact of Social Media on Brand Equity : A Quantitative Study. [Dissertation (University of Nottingham only)] (Unpublished)
The development of social media poses tremendous impact on brand equity. Yet, systematic studies regarding how social media impacts brand equity is limited. As a result, managers and executives cannot make full use of the branding opportunities or mitigate risks. This paper is devoted to closing this gap.
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