Are social media replacing traditional media in terms of brand equity creation

  title={Are social media replacing traditional media in terms of brand equity creation},
  author={Manfred Bruhn and Verena Schoenmueller and Daniela B. Sch{\"a}fer},
  journal={Management Research Review},
Purpose - The purpose of this paper is to investigate the relative impact of brand communication on brand equity through social media as compared to traditional media. In a juxtaposition of different industries it aims at: investigating whether both communication instruments have an impact on consumer-based brand equity; comparing the effect sizes of these two communication instruments; and separating the effects of firm-created and user-generated social media communication. Design/methodology… 

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