Association of Marketing Theory and Practice Proceedings 2020


How is Brand Orientation Influenced by Social Media Content?

Document Type

Conference Proceeding

Conference Track

Social Media/ Internet/ Mobile/ Direct Marketing

Publication Date



This paper is exploring a conceptual model of social media content, consumer engagement and brand orientation. Firms continue to expand on digital marketing strategy by the use of social media to enhance their marketing strategy. Social media content is considered the spark that gets consumers engaged in that brand, product or company. This paper suggests a framework to explore and extend the research further into “How is Brand Orientation influenced by Social Media Content?”.

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