Sport Teams, Fans, and Twitter
The Influence of Social Media on Relationships and Branding
1st Edition
Published on 15. October 2018
1 pages
978-1-9787-7249-6 (ISBN)
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.
More details
Series
Edition
1. Auflage
Language
English
Place of publication
United States
Publishing group
Bloomsbury Publishing Plc
Target group
Professional and scholarly
Illustrations
7 tables; 4 graphs;
ISBN-13
978-1-9787-7249-6 (9781978772496)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Brandi Watkins
Sport Teams, Fans, and Twitter
The Influence of Social Media on Relationships and Branding
Book
06/2020
Lexington Books
€52.10
Shipment within 15-20 days
Person
Brandi Watkinsis assistant professor of public relations at Virginia Tech.
Content
Section 1: Twitter for Relationship Building
Chapter 1. The Fan-Team Relationship
Chapter 2. Getting Social
Chapter 3. Online Fan Engagement & Fan-Team Relationships
Section 2: Content Strategies & Relationship Marketing
Chapter 4. Brand Personality
Chapter 5. Connecting with Athletes
Chapter 6. Dialogue
Chapter 7. Recommendations
Chapter 1. The Fan-Team Relationship
Chapter 2. Getting Social
Chapter 3. Online Fan Engagement & Fan-Team Relationships
Section 2: Content Strategies & Relationship Marketing
Chapter 4. Brand Personality
Chapter 5. Connecting with Athletes
Chapter 6. Dialogue
Chapter 7. Recommendations
