Social vs traditional media communication: brand origin associations strike a chord
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DOI: 10.1108/jrim-12-2016-0116
Abstract: Purpose The purpose of this study is to develop an analytical comparison between the impact of social media communication (both user-generated and firm-created) and the effects of traditional media communication. In particular, the components of… read more here.
Keywords: brand origin; communication; brand; traditional media ... See more keywords