Companies can use digital media in promoting their business or social media like Facebook, Instagram, YouTube. Many researchers examine the effects of different uses of social media on consumer buying behavior from different perspectives. The purpose of this research is to see the application of...

The maker research shows that traditional brand portfolio planning tools like the Boston Consultancy Group (BCG) matrix have become too generic, and are not able to properly capture different complex dimensions of modern brand portfolio architecture. The objective of this conceptual article is...