Sports teams, fans, and Twitter : the influence of social media on relationships and branding / Brandi Watkins.
By: Watkins, Brandi [author.].
Material type:![materialTypeLabel](/opac-tmpl/lib/famfamfam/BK.png)
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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