The role of digital marketing communications in building brand equity : master's thesis

Pavčič, Domen (author), Kos Koklič, Mateja (mentor), Berk, Aleš (member of the commission for defense), Čater, Barbara (member of the commission for defense)

• Language: English
• Keywords: marketing, electronic marketing, brands, value, social networks, influencers, artificial intelligence, personalization
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: EF - School of Economics and Business
• Place of publishing: Ljubljana
• Publisher: D. Pavčič
• Year: 2025
• Number of pages: 1 spletni vir (1 datoteka PDF (V, 52, 5 str.)
• PID: 20.500.12556/RUL-177464
• UDC: 339.138
• COBISS.SI-ID: 257186051
• Publication date in RUL: 23.12.2025

Secondary language

• Language: Slovenian
• Title: Ustvarjanje spodbudnega poslovnega okolja za znanstvenoraziskovalne farmacevtske družbe v Sloveniji
• Keywords: trženje, elektronsko trženje, blagovne znamke, vrednost, družbena omrežja, vplivneži, umetna inteligenca, personalizacija