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Purpose The purpose of this study is to develop an analytical comparison between the impact of social media communication (both user-generated and firm-created) and the effects of traditional media communication. In particular, the components of customer-based brand equity and any difference in the effects according to brand origin associations are investigated. The target group consisted of fans and followers of beer brands on social media.Design/methodology/approach In all, 192 questionnaires were collected a survey link that was posted on beer brand pages that operate in the Italian market. Structural equation modeling was developed to investigate the impact of social and traditional media communication on brand equity and a multi-group analysis to examine the differences according to the brand names’ origin associations.Findings Results show that fans and followers cannot be considered as a collective unit. Additionally, consumers make a clear distinction between firm-created/user-generated social media and traditional media communication. Specifically, they distinguish how the effects of the two media outlets differ in relation to the brand origin associations. International brands should concentrate on both firm-created and user-generated communication, whereas national (Italian) brands should foster their firm-created communications. In both cases, however, traditional media communication loses its effectiveness on the brand equity components.Originality/value Contrary to existing literature, this project compares the effect of 2.0 and traditional media on various social media platforms, pointing out two different models according to the brands’ origin associations. This study develops interesting insights both for international companies with huge brand portfolios and for national firms in a complex market like those for beer. [ABSTRACT FROM AUTHOR]

Purpose The purpose of this paper is to examine whether and how a mega event can be an opportunity for a territory to be developed as a marketing product. The topic is analysed in the pre-event phase, from the point of view of marketing mix and governance.Design/methodology/approach A qualitative method was adopted with a case study on Monza and Brianza province (northern Italy) which is strongly involved in EXPO2015 initiatives. The triangulation among multiple sources such as documents, interviews and observation, allow for deeper data collection.Findings A mega event can enhance development and repositioning also of minor territories. There are, however, two main conditions for benefiting from such an opportunity: to plan the marketing mix, taking into account people and partnerships, and to ensure a vision on territory through coordination with a legacy perspective.Research limitations/implications This study is not representative or generalizable. However, it gives insights into the mechanism of coordination and collaboration between different stakeholders and on how to plan the Monza and Brianza marketing mixes.Practical implications The research has implications for governance mechanisms and for marketing politics both for public and private decision-makers, especially in the pre-mega event phase, but also with some inputs into legacy phase.Originality/value The research is original for three reasons: the context concerns Monza and Brianza province, and so can help understand how mega events can help a minor territory reposition itself; the research looks at the managerial implications of place marketing in this pre-event phase; and in Italy, provinces are being reorganized or abolished: this case study looks at a province and its future. [ABSTRACT FROM AUTHOR]