Journal of Brand Management

, Volume 18, Issue 9, pp 688–696 | Cite as

Social media in branding: Fulfilling a need

  • Jack Yan
Original Article


The author, who has worked on the Internet since 1990, and used social networks such as Facebook and Twitter soon after their inception, looks at how these new media can impact on branding.


social media Web branding brand equity engagement collaboration 


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2011

Authors and Affiliations

  • Jack Yan
    • 1
  1. 1.Jack Yan & AssociatesWellingtonNew Zealand

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