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What is Social vs. Traditional Media in Brand Equity about?

This study investigates the relative impact of social media versus traditional media on brand equity creation across three industries. A survey was conducted to collect data, which was then analyzed using structural equation modeling. The results show that both social and traditional media significantly impact brand equity, but traditional media has a stronger effect on brand awareness while social media more strongly influences brand image. Specifically, firm-created social media content primarily shapes f

Author

Neli Ilen

Language

EN