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

This document examines whether social media is replacing traditional media in terms of creating brand equity. The researchers conducted a survey across three industries to analyze the impact of social media versus traditional media on consumer-based brand equity. The results show that both traditional media and social media significantly impact brand equity, though traditional media has a stronger effect on brand awareness while social media more strongly influences brand image. Firm-created social media co

Author

AAD Learning

Language

EN