Leitch, Shirley; Merlot, Elizabeth
The disruption caused by social media to the power relations between organisations and their stakeholders constitutes a substantial challenge to traditional brand theory and has led to significant changes in practice on the part of both professional marketers and brand consumers (Melewar and Nguyen 2015; Schultz and Peltier 2013). These changing practices are the subject of a rapidly growing number of research projects and papers (see, for example: Azar et al. 2016; Bruhn et al. 2012; Dallar...[Show more]
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