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Sport Teams, Fans, and Twitter

The Influence of Social Media on Relationships and Branding

ISBN-13: 9781498540056
Publisher: ROWMAN & LITTLEFIELD PUBLISHERS
Imprint: LEXINGTON BOOKS
By Brandi Watkins
Price: AUD $212.00
Stock: 0 in stock
Availability: This book is temporarily out of stock, order will be despatched as soon as fresh stock is received.
Local release date: 14/01/2019
Format: Hardback 148 pages Weight: 0g
Categories: Research methods: general [GPS]

Description
Table of Contents
Google Preview: 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.; 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; Google Preview content