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  <doc>
    <id>1525</id>
    <completedYear/>
    <publishedYear>2022</publishedYear>
    <thesisYearAccepted/>
    <language>eng</language>
    <pageFirst/>
    <pageLast/>
    <pageNumber>36</pageNumber>
    <edition/>
    <issue/>
    <volume/>
    <type>bachelorthesis</type>
    <publisherName/>
    <publisherPlace/>
    <creatingCorporation/>
    <contributingCorporation/>
    <belongsToBibliography>0</belongsToBibliography>
    <completedDate>2022-06-19</completedDate>
    <publishedDate>--</publishedDate>
    <thesisDateAccepted>--</thesisDateAccepted>
    <title language="eng">Brand Equity’s Impact on Firm Performance and the Supporting Role of Social Media</title>
    <abstract language="eng">The 21st-century has brought about a range of new, digital media which have experienced an exponential growth in popularity. This has been further supported by the emergence of social media, which provides users a platform for social networking and brands and firms an opportunity to reach consumers in a new manner. The integration of social media into marketing communications of a firm offers numerous benefits, including the strengthening of branding activities and the creation of heightened levels of brand equity, which ultimately translate into increased levels of financial performance as a result of increased sales and augmented pricing strategies and overall firm performance. Due to the tremendous impact of social media platforms, it is necessary for firms to strategically assess this topic and to consider numerous aspects to be able to fully grasp the benefits social media inherits. Therefore, a practical model was developed, which provides firms with a strategic approach towards integrating social media into their marketing practices and provides means for monitoring and controlling the new marketing channel. By utilizing social media, firms and brands can augment their overall performance as well as brand equity levels, which provides them with a competitive advantage and positioning in the market against the multitude of competitors. However, due to the dynamic nature of the sphere of social media, new developments and changes must be closely observed and adapted to, which requires an agile management and marketing of firms, as well as the allocation of adequate resources.</abstract>
    <identifier type="urn">urn:nbn:de:hbz:1383-opus4-15258</identifier>
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    <licence>CC BY-NC-ND 4.0 International - Namensnennung-Nicht kommerziell-Keine Bearbeitungen</licence>
    <author>Nikola Hinz</author>
    <collection role="institutes" number="">Fakultät Kommunikation und Umwelt</collection>
    <thesisPublisher>Hochschule Rhein-Waal</thesisPublisher>
    <thesisGrantor>Hochschule Rhein-Waal</thesisGrantor>
    <file>https://opus4.kobv.de/opus4-rhein-waal/files/1525/Hinz_BachelorThesis.pdf</file>
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