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- W565679677 abstract "The digital environment in which the interests of communicating and promoting brands is manifested, in a growing extent, exerts its influence on dynamic economic sectors, changing consumer habits but mainly affects how content is consumed in brand communities. This environment is still not a channel or ad format yet, forming a parallel reality, a complex system which is constantly changing. To enter and to remain here, brand owner organizations must approach communication, both in entertainment as well as in production and sales in a most pleasant and useful way for members of the communities they support. In this context, this paper consists in a qualitative research method; various sources of secondary information such as summaries of some events, analysis, case studies, etc. have been consulted accordingly." @default.
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- W565679677 date "2012-01-01" @default.
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- W565679677 title "DIGITAL MARKETING INFLUENCE ON THE FORMATION OF BRAND COMMUNITIES" @default.
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