Watkins, Brandi, <br/><br/>
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. .
<br/><br/>Includes bibliographical references (pages 119-135) and index. 
<br/><br/>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. 
<br/><br/> "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"-- 
<br/><br/><label>ISBN: </label>9781498540056 (cloth : alk. paper) 9781498540070 (pbk. : alk. paper) 
<br/><br/><label>LCCN: </label>2018032693 
<br/><br/><label>Subjects--Uniform Titles: </label><br/>Twitter.
<br/><br/><label>Subjects--Topical Terms: </label><br/>Social media in sports.<br/>Sports spectators--Attitudes.<br/>Sports--Marketing.<br/>Branding (Marketing)
<br/><br/><label>LC Class. No.: </label>GV568.3  / WAT 2019 
<br/><br/><label>Dewey Class. No.: </label>796.068/8