Research Summary

Branding in Digital and Social Media

by Jill J. Avery


This very contemporary line of research explores the rapidly changing digital world, and investigates how emerging technologies are creating a new consumer culture in which consumers expect to be partners in the co-creation of brands.  The work explores the branding effects of e-commerce, social media, virtual worlds, online brand communities, and peer-to-peer sharing and provides managerial insights into the challenges of managing big brands in the age of social media.