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Sports teams, fans, and Twitter : the influence of social media on relationships and branding / Brandi Watkins.

By: Watkins, Brandi [author.].
Material type: materialTypeLabelBookSeries: Integrated marketing communication.Publisher: Lanham, Md : Lexington Books, ©2019Description: 1 online resource.Content type: text Media type: computer Carrier type: online resourceISBN: 9781498540063 (electronic bk.).Call No.: GV568.3 .W38 2019 Subject(s): Social media in sports | Sports spectators -- Attitudes | Sports -- Marketing | Branding (Marketing)Online resources: Electronic Resources
Contents:
Twitter for relationship building -- The fan-team relationship -- Getting social -- Online fan engagement & fan-team relationships -- Content strategies & relationship marketing -- Brand personality -- Connecting with athletes -- Dialogue -- Recommendations.
Bibliography, etc. Note: Includes bibliographical references and index.Local Note(s): Master record variable field(s) change: 072 - OCLC control number changeSummary: "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"-- Provided by publisher.
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Includes bibliographical references and index.

Twitter for relationship building -- The fan-team relationship -- Getting social -- Online fan engagement & fan-team relationships -- Content strategies & relationship marketing -- Brand personality -- Connecting with athletes -- Dialogue -- Recommendations.

"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"-- Provided by publisher.

Description based on online resource; title from digital title page (viewed on November 28, 2018).

Master record variable field(s) change: 072 - OCLC control number change

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