• Na. THAMIZHARASU

The advances in communication created virtual environment where the business and customer stand close facing front to front each other due to digitization. This behaviour supported by in spite of companies having their own websites for communicating with customers, customers use social media to address less their positive and high negative experiences in social media. Negative marketing gains rapid popularity than positive experience sharing. The expressions on social media against a brand negatively make impression on consumers and their judgment on brands deserves managerial attention. The digital form of brand crisis is stated and studied and proposes a conceptual framework to identify the generalized suggestion for long-term changes on brand perception and the way a customer to keep a brand in memory.

Branding, digital environment, social media, digitalization, etc.

"IMPACT OF DIGITIZATION ON BRANDING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.602-604, May-2019, Available :http://www.jetir.org/papers/JETIRBP06104.pdf

"IMPACT OF DIGITIZATION ON BRANDING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp602-604, May-2019, Available at : http://www.jetir.org/papers/JETIRBP06104.pdf