Is Web 2.0 really a success in online retail branding? Examining the integration of social media into the brand platform of top retailer brands
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Author(s)
Shao, Wei Diane
Gyrd-Jones, Richard
Miller, Dale
Year published
2012
Metadata
Show full item recordConference Title
Is Web 2.0 really a success in online retail branding? Examining the integration of social media into the brand platform of top retailer brands
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Copyright Statement
© 2012 EIRASS. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the conference's website for access to the definitive, published version.
Subject
Marketing Communications