Name: Sport Teams, Fans, and Twitter: The Influence of Social Media on Relationships and Branding (Integrated Marketing Communication) (en Inglés)
Price: 254.18 PEN
Availability: InStock
Author: Brandi Watkins
ISBN: 9781498540070

portada Sport Teams, Fans, and Twitter: The Influence of Social Media on Relationships and Branding (Integrated Marketing Communication) (en Inglés)

Formato

Libro Físico

Editorial

Lexington

Autor

Brandi Watkins

Año

2020

Idioma

Inglés

N° páginas

148

Encuadernación

Tapa Blanda

ISBN13

9781498540070

Categorías

Estudios de comunicación

Sport Teams, Fans, and Twitter: The Influence of Social Media on Relationships and Branding (Integrated Marketing Communication) (en Inglés)

Brandi Watkins (Autor) · Lexington · Tapa Blanda

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Reseña del libro "Sport Teams, Fans, and Twitter: The Influence of Social Media on Relationships and Branding (Integrated Marketing Communication) (en Inglés)"

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.