Sport Teams, Fans, and Twitter (eBook)

The Influence of Social Media on Relationships and Branding

Brandi Watkins (Autor)

eBook Download: EPUB

2018
148 Seiten
Lexington Books (Verlag)
978-1-4985-4006-3 (ISBN)

Infos

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.

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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.

Autor

Brandi Watkins is assistant professor of public relations at Virginia Tech.

Inhalt

Section 1: Twitter for Relationship BuildingChapter 1. The Fan-Team RelationshipChapter 2. Getting Social Chapter 3. Online Fan Engagement & Fan-Team RelationshipsSection 2: Content Strategies & Relationship MarketingChapter 4. Brand PersonalityChapter 5. Connecting with AthletesChapter 6. DialogueChapter 7. Recommendations

Produkt-Details

• Reihe/Serie: Integrated Marketing Communication
• Zusatzinfo: 11 Illustrations including: - 7 Tables; - 4 Graphs.
• Verlagsort: Lanham
• Sprache: englisch
• Themenwelt: Sachbuch/Ratgeber ► Sport
• Themenwelt: Geisteswissenschaften ► Sprach- / Literaturwissenschaft
• Themenwelt: Naturwissenschaften
• Themenwelt: Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft
• Themenwelt: Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft
• Themenwelt: Weitere Fachgebiete ► Sportwissenschaft
• Schlagworte: Communication • Consumer-Brand Relationships • Fandom • Fan-Team Relationships • Marketing • Media Studies • Online Engagement • Relationship Building • Relationship Marketing • relationships • Social Media • Social Media Marketing • Sports • Sports Marketing • sports teams • Strategic Communication • Twitter
• ISBN-10: 1-4985-4006-6 / 1498540066
• ISBN-13: 978-1-4985-4006-3 / 9781498540063