A01=Brandi Watkins
Age Group_Uncategorized
Age Group_Uncategorized
Author_Brandi Watkins
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Category1=Non-Fiction
Category=GTC
Category=JBCC1
Category=JBCT
Category=JFCA
Category=JFD
Category=SCGP
Category=WSDP
Communication
Consumer-Brand Relationships
COP=United States
Delivery_Delivery within 10-20 working days
eq_bestseller
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
eq_sports-fitness
Fan-Team Relationships
Fandom
Language_English
Marketing
Media Studies
Online Engagement
PA=Available
Price_€20 to €50
PS=Active
Relationship Building
Relationship Marketing
Relationships
Social Media
Social Media Marketing
softlaunch
Sports
Sports Marketing
Sports Teams
Strategic Communication
Twitter
Product details
- ISBN 9781498540070
- Weight: 249g
- Dimensions: 153 x 221mm
- Publication Date: 30 Jun 2020
- Publisher: Bloomsbury Publishing Plc
- Publication City/Country: US
- Product Form: Paperback
- Language: English
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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.
Brandi Watkinsis assistant professor of public relations at Virginia Tech.
