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The Effect of Social Networks on Branding: A Factorial Analysis Approach

The Effect of Social Networks on Branding: A Factorial Analysis Approach

Meriem Nouala, Marwa Imene Mekki, Abdelmadjid Ezzine
Copyright: © 2017 |Pages: 24
ISBN13: 9781522516866|ISBN10: 1522516867|EISBN13: 9781522516873
DOI: 10.4018/978-1-5225-1686-6.ch005
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MLA

Nouala, Meriem, et al. "The Effect of Social Networks on Branding: A Factorial Analysis Approach." Strategic Uses of Social Media for Improved Customer Retention, edited by Wafaa Al-Rabayah, et al., IGI Global, 2017, pp. 84-107. https://doi.org/10.4018/978-1-5225-1686-6.ch005

APA

Nouala, M., Mekki, M. I., & Ezzine, A. (2017). The Effect of Social Networks on Branding: A Factorial Analysis Approach. In W. Al-Rabayah, R. Khasawneh, R. Abu-shamaa, & I. Alsmadi (Eds.), Strategic Uses of Social Media for Improved Customer Retention (pp. 84-107). IGI Global. https://doi.org/10.4018/978-1-5225-1686-6.ch005

Chicago

Nouala, Meriem, Marwa Imene Mekki, and Abdelmadjid Ezzine. "The Effect of Social Networks on Branding: A Factorial Analysis Approach." In Strategic Uses of Social Media for Improved Customer Retention, edited by Wafaa Al-Rabayah, et al., 84-107. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-1686-6.ch005

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Abstract

The Internet is currently the largest computer network in use. Because everyone can use it, and join the network. The main role is that the internet allows to exchange information freely. Corporate communication modes jostled following the advent of the internet and more specifically social networking. Many victims of online business communication crisis affecting sustainably their brand. A real challenge for today's companies needs to understand the characteristics of these new media and to establish an effective communication strategy in order to maintain and improve its image among its customers. This research looks at whether social networks have an effect on the brand image. Several dimensions for assessing this concept will be identified through an empirical study.

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