Sport teams, fans, and Twitter : the influence of social media on relationships and branding
著者
書誌事項
Sport teams, fans, and Twitter : the influence of social media on relationships and branding
（Integrated marketing communication / Series editor, Jeanne M. Persuit）
Lexington Books, c2019
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
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
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