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MKTG306 Essay on E-Marketing and Social Media's Influence on Marketing
MKTG306 - E-Marketing
12 Pages • Essays / Projects • Year: Pre-2021
Social media has enabled consumers “... to create content and amplify their voices, across the globe, to anyone willing to listen” (Labrecque et al.2013, p.257). This implies a shift of control towards the consumers and significant changes in online brand management. According to Christodoulides (2009), in the digital era, “... the brand manager is no longer a ‘guardian’ of the brand but becomes more of a brand ‘host’ “. Is social media doing more harm than good to online brand management?
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