The Impact on Audience Media Brand Choice Using Media Brands Uniqueness Phenomenon
Journal of Open Innovation: Technology, Market and Complexity, 2022 While research on traditional media brands has increased in recent years, few studies examine news media brands and their brand strategies, particularly distinctive brand associations unrelated to media brand content and their impact on audience media ...
Linda Saulīte, Deniss Ščeulovs
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The Influence of Non-Product-Related Attributes on Media Brands’ Consumption
Journal of Open Innovation: Technology, Market and Complexity, 2022 This paper outlines the importance and role of non-product-related brand attributes, e.g., user imagery and usage imagery, in local news media content consumption by a younger audience aged 15–24.
Linda Saulīte +2 more
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Does brand personality mediate the link between social media usage and customer buying decisions on telecommunication’s products and services? Evidence from Ghana [PDF]
Innovative Marketing, 2022 Social media marketing has vastly benefitted businesses, including the development of brand identity via solid communication channels. Innovative marketing tools have proven effective among service and non-service-based businesses.
Cleophas Attor +2 more
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News Media Brand Equity in a New Media Environment
Economics and Business, 2022 Digitalisation has profoundly altered how media are distributed and audiences consume media information, reshaping the media environment and introducing new competitors to media brands.
Saulite Linda
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Importance of news media branding in a contemporary media environment
Journal of Open Innovation: Technology, Market and Complexity, 2023 Digitalization fundamentally brought new ways in how media distribute and audiences consume media content, transforming the existing media environment and bringing new competitors to media organizations.
Linda Saulīte, Deniss Ščeulovs
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Creating Brand Image Profile by Social Media Analysis
Emerging Markets Journal, 2021 The purpose of creating a brand image profile is to measure the brand perception of consumers considering brand attributes. Thus, marketing decisions can be made based on the brand's strengths and weaknesses by determining them.
İbrahim Sabuncu +4 more
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ATRIBUT MEREK DALAM VIDEO AKUN TWITTER LIVERPOOL FC (@LFC)
Lektur, 2020 ABSTRAK Penelitian ini bertujuan untuk mengetahui atribut merek yang ditampilkan oleh klub sepak bola profesional (Liverpool FC) dalam video pada media sosial Twitter (@LFC).
Nazlan Syahputra, Dyna Herlina Suwarto
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The effect of social media influencers on purchase intention: Examining the mediating role of brand attitude [PDF]
International Journal of Data and Network Science, 2023 The rapid growth of social media platforms has revolutionized marketing communications, and the recent trend of how people use social media led to the inception of the term "influencer marketing" as an increasingly popular approach for brands ...
Lu’ay Al-Mu’ani +3 more
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The role of social media in the creation of brand experiences
Cuadernos de Administración, 2018 The relationship between social media and brand experience remains unclear in spite of the strategic importance of social platforms in marketing. To narrow this gap of knowledge, this paper addresses three research objectives: first, defining what is ...
Mauricio Losada-Otálora +1 more
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Social Media Marketing to Enhance Customer Equity on Fashion Apparel Brand among University Students [PDF]
Journal of Information Technology Management, 2021 The motivation of this paper is to examine empirically the effect of social media marketing on value equity, relationship equity and brand equity on fashion apparel brand among Universiti Malaysia Kelantan (UMK) students who have high attributes of ...
Noorshella Che Nawi +6 more
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