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1. 1. IMPACT OF SOCIAL-MEDIA USE ON BRAND EQUITY OF MAGAZINE BRANDS : A Qualitative Study of Vogue Turkey

   University essay from Högskolan i Halmstad/Sektionen för ekonomi och teknik (SET)

   Author : Rana Babac; [2011]
   Keywords : Brand Equity; Equity; Social Media; Facebook; Media; Magazines; Vogue;

   Abstract : This dissertation examines the impact of social media use on the brand equity of magazine brands. Building on an integrative model, which brings together classical theories of brand management and the frontiers of research in social media, this study examines one of the first magazines to incorporate social media in its marketing strategy. READ MORE