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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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Bibliographic Details
Main Author:	Qian, Xiaojie
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2011
Online Access:	https://eprints.nottingham.ac.uk/25465/

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