Watkins, Brandi, <br/><br/>
Sports teams, fans, and Twitter :  the influence of social media on relationships and branding / 
Brandi Watkins. 
 - 1 online resource 
 - Integrated marketing communication .
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/> "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"-- 
<br/><br/><label>ISBN: </label>9781498540063 (electronic bk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Social media in sports.<br/>Sports spectators--Attitudes.<br/>Sports--Marketing.<br/>Branding (Marketing)
<br/><br/><label>LC Class. No.: </label>GV568.3  / .W38 2019