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Will social media kill branding?

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References

2011Social media? Get serious! Understanding the functional building blocks of social media4,968 cited
1991Managing Brand Equity3,818 cited
2007The long tail: why the future of business is selling less of more2,868 cited
2008The Long Tail: Why the Future of Business Is Selling Less of More.208 cited
2012Emotional Branding Pays Off107 cited
2013Are You in Good Hands?56 cited

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2022Risky combination: the role of managerial perceptions of social media use and entrepreneurial orientation on SME innovation16 cited
2018Social-Media-Based Antibrand Communities Opposing Sport-Team Sponsors: Insights From Two Prototypical Communities14 cited
2020Effect of Design Elements for Social Media Ads on Consumer's Purchasing Decision14 cited
2021Consumer Attitude and their Purchase Intention: A Review of Literature12 cited
2022Is brand differentiation necessary for success? The role of purchase goal and confidence in the brand’s position

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11 cited

2019Challenges of Knowledge Management amidst Rapidly Evolving Tools of Social Media10 cited

2022Research Progress and Trend of Storytelling in Marketing Based on Literature Search Visualization Tools: From Independent Creation to Co-creation by Enterprises and Consumers2 cited