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Using the Power of Social Media Marketing to Build Consumer-Based Brand Equity
Abstract
This chapter highlights how companies might use social media marketing to build brand credibility and, ultimately, consumer-based brand equity. By building brand credibility and equity through SMM, companies can connect with distinctly different consumer groups. Because consumers are adept integrators of marketing communication channels within and across media, companies with strong virtual communities may reap even greater results from the theoretical perspective of customer-based brand equity discussed within the chapter. Marketing scholars and practitioners alike may find this chapter of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.
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