Social Media Influences on Building Brand Equity

Abstract

Traditional methods of building brand equity rely on the traditional Integrated Marketing Communications framework. Developments in the Internet have provided new communications processes and have changed the locus of message control from the advertiser to the user. While the changes have been radical, marketers can regain control of the communication process by using social media strategically and astutely. The paper outlines the nature of brand equity, its sources, and social media vehicles that can bring the consumer and marketer together for successful increases in brand equity.