Sport Teams, Fans, and Twitter

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Sport Teams, Fans, and Twitter
Book Subtitle:
The Influence of Social Media on Relationships and Branding
Release Date:
20181015
Publisher:
Lexington Books
Retailer Link
https://rowman.com/ISBN/9781498540056/Sport-Teams-Fans-and-Twitter-The-Influence-of-Social-Media-on-Relationships-and-Branding#
Summary:
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.
EAN/IBAN/Identifier:
978-1498540056
SubtitleThe Influence of Social Media on Relationships and Branding
PublisherLexington Books
EAN/ISBN978-1498540056
Release Date2018-10-15
Author(s)Brandi Watkins
SummaryA 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.