The role of digital marketing communication in brand equity A study applied to Altice Forum Braga

Technological evolution has revolutionized the tourism segment, offering brands powerful digital media to enhance brand equity. Using the case study of Altice Forum Braga brand, and through the application of questionnaires to its customers, it was possible to understand that communications processing influences the perceived quality, through brand awareness, image, and personality. In general way, the digital media, especially social media, are relevant to customers, so Altice Forum Braga can strategically manage these channels to influence customers' perceptions and opinions.