TY  - BOOK
AU  - Watkins,Brandi
TI  - Sports teams, fans, and Twitter: the influence of social media on relationships and branding 
T2  - Integrated marketing communication
SN  - 9781498540063 (electronic bk.)
AV  - GV568.3 .W38 2019
PY  - 2019///
CY  - Lanham, Md
PB  - Lexington Books
KW  - Social media in sports
KW  - Sports spectators
KW  - Attitudes
KW  - Sports
KW  - Marketing
KW  - Branding (Marketing)
N1  - 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
N2  - "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"--
UR  - https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=1891789
ER  -