Branding in a Digitally Empowered World: The Role of User-generated Content
Technology developments have caused marketing theory to evolve, and traditional branding concepts to change. In previous marketing literature, offline marketing was predominantly the primary distributor of brand messages and advertising, through television, radio and print, and online was presumed t...
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| Format: | Others |
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Auckland University of Technology,
2020-03-12T00:08:35Z.
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| Online Access: | Get fulltext |