Is Social Media a Brand Community or a Brand Public?
In a brand community study, it is important to understand the change of the community caused by the appearance of social media. The marketing strategy depends significantly upon whether we understand social media as a brand community or brand public. The two concepts can be used to understand the di...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2019-12-01
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| Series: | Maketingu Janaru |
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| Online Access: | https://www.jstage.jst.go.jp/article/marketing/39/3/39_2020.002/_html/-char/en |