Sport teams, fans, and Twitter : the influence of social media on relationships and branding /
Watkins, Brandi,
Sport teams, fans, and Twitter : the influence of social media on relationships and branding / Brandi Watkins. - Lanham; Maryland: Lexington Books, 2019. - 141 pages : illustrations ; 24 cm. - Intergrated marketing communications. .
Includes bibliographical references (pages 119-135) and index.
Twitter for relationship building -- The fan-team relationship -- Getting social -- Online fan engagement & fan-team relationships -- Content strategies & relationship marketing -- Brand personality -- Connecting with athletes -- Dialogue -- Recommendations.
"This book draws on interdisciplinary research and mixed methods to investigate the extent to which Twitter is a useful tool for enhancing the relationship between sport teams and fans"--
9781498540056 (cloth : alk. paper) 9781498540070 (pbk. : alk. paper)
2018032693
Twitter.
Social media in sports.
Sports spectators--Attitudes.
Sports--Marketing.
Branding (Marketing)
GV568.3 / WAT 2019
796.068/8
Sport teams, fans, and Twitter : the influence of social media on relationships and branding / Brandi Watkins. - Lanham; Maryland: Lexington Books, 2019. - 141 pages : illustrations ; 24 cm. - Intergrated marketing communications. .
Includes bibliographical references (pages 119-135) and index.
Twitter for relationship building -- The fan-team relationship -- Getting social -- Online fan engagement & fan-team relationships -- Content strategies & relationship marketing -- Brand personality -- Connecting with athletes -- Dialogue -- Recommendations.
"This book draws on interdisciplinary research and mixed methods to investigate the extent to which Twitter is a useful tool for enhancing the relationship between sport teams and fans"--
9781498540056 (cloth : alk. paper) 9781498540070 (pbk. : alk. paper)
2018032693
Twitter.
Social media in sports.
Sports spectators--Attitudes.
Sports--Marketing.
Branding (Marketing)
GV568.3 / WAT 2019
796.068/8