Building brand identity in the age of social media : emerging research and opportunities

• Main Authors: Ekhlassi, Amir, 1979- (Author), Niknejhad Moghadam, Mahdi, 1990- (Author), Adibi, Amir Mohammad, 1991- (Author)
• Format: eBook
• Language: English
• Published: Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA) : IGI Global, [2017]
• Series: Advances in marketing, customer relationship management, and e-services (AMCRMES) book series.
• Subjects: obchodní značky; internetový marketing; reklama a propagace; sociální média; brand name products; Internet marketing; advertising; social media; branding (marketing); elektronické knihy; monografie; electronic books; monographs
• ISBN: 9781522551430; 9781522551447
• Physical Description: 1 online zdroj (14 PDFs (ix, 189 stran))

"This book describes the concept of brand identity; examines managing brands by using social media; introduces brand building strategies in social media; explains creative strategy and the importance of content in social media; and describes the role of social media in different forms of brand...