Sport Teams, Fans, and Twitter - The Influence of Social Media on Relationships and Branding (Hardcover)

A strong relationship between sport fans and teams is an essential component for the success of the sport brand. This book provides an in-depth examination of the use of Twitter as a tool to enhance and maintain the fan-team relationship. As social media platforms have expanded beyond purely personal use, brands have had to adjust their strategic communication and marketing efforts. Drawing on research and theory from advertising, marketing, mass communication, and public relations, this book uses a mixed methods approach to better understand how online fan engagement using Twitter can help strengthen the fan-team relationship. Findings from this research has implications for the continued scholarly work on online engagement and relationship building as well as practical applications for effective use of Twitter as a strategic communication tool.

General

Imprint:	Lexington Books
Country of origin:	United States
Series:	Integrated Marketing Communication
Release date:	November 2018
Authors:	Brandi Watkins
Dimensions:	232 x 159 x 16mm (L x W x T)
Format:	Hardcover
Pages:	148
ISBN-13:	978-1-4985-4005-6
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Reference & Interdisciplinary > Interdisciplinary studies > Cultural studies > Popular culture Books > Sport & Leisure > Sports & outdoor recreation > Sports training & coaching > Sports psychology
LSN:	1-4985-4005-8
Barcode:	9781498540056

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