The Impact of Social Media on Brand Equity : A Quantitative Study
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 thi...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2011
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| Online Access: | http://eprints.nottingham.ac.uk/25465/ http://eprints.nottingham.ac.uk/25465/1/QianXiaojie.pdf |