Digital marketing and brand capital: IX9INE syndrome

Mouhamadou Bassirou POUYE

Abstract


Abstract. The importance of socialmedia marketing is no longer to b eshown these days, it continues to attract the attention of researchers, specialists, and economic actors from all industries, because of its impactson all the extent of the earth. Social networks are real tools that are helping consumers’ to navigate their market. Thisisone of the reasons why specialists try to understand and to measure their impacts on the company's cosystem. This article is a response to the invitation of my dear colleagueand brother Civol Kane, to return by writing or in a videoon the model of the brand equity model, which I commented on following the publications of the fashion brand 6point9 on its social media Facebook. Thus, in order to alert about the risks that can often constitute messages with more or less sensitive content on socialnetworks, we will share this paper titled:"6POINT9" attention to the syndrome "6ix9ine".

Keywords. Digital Marketing; Brand equity; Luxury fashion brand; 6ix9in syndrome.

JEL. C51, C68, E02, F31, F41.


Keywords


Digital Marketing; Brand equity; Luxury fashion brand; 6ix9in syndrome.

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References


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DOI: http://dx.doi.org/10.1453/jel.v8i2.2203

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