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Books > Business & Economics > Business & management > Sales & marketing > Public relations
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Managing TV Brands with Social Media - An Empirical Analysis of Television Series Brands (Paperback, 1st ed. 2016)
Loot Price: R2,215
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Managing TV Brands with Social Media - An Empirical Analysis of Television Series Brands (Paperback, 1st ed. 2016)
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Jennifer Berz explores the employment of social media tools for
brand management purposes with regard to serialised television
brands. Drawing upon an extensive literature review of the research
fields of media brand management, television branding, as well as
social media and relevant neighbouring fields of study, the author
develops a model that investigates relationships between social
media, television and brand related constructs. Social media
strategies are found to have a positive impact on users' loyalty
towards serialised television brands and their relationships with
these brands.
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