Sport Teams, Fans, and Twitter: The Influence of Social Media on Relationships and Branding (Integrated Marketing Communication) - Image 1

£85.00

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

Name: Sport Teams, Fans, and Twitter: The Influence of Social Media on Relationships and Branding (Integrated Marketing Communication)
Brand: Lexington Books
Price: 85.0 GBP
Availability: InStock

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Description

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.

Product Specifications

Brand: Lexington Books
Format: hardcover
ASIN: 1498540058
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Brands & Corporate Identity
Domain: Amazon UK
Release Date: 15 November 2018
Listed Since: 04 July 2018

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

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