Research Summary
Research Summary
Branding in Digital and Social Media
By: Jill J. Avery
Description
This very contemporary line of research explores the rapidly changing digital world, and investigates how emerging technologies are creating a new consumer culture in which consumers expect to be partners in the co-creation of brands. The work explores the branding effects of e-commerce, social media, virtual worlds, online brand communities, and peer-to-peer sharing and provides managerial insights into the challenges of managing big brands in the age of social media.