Sport teams, fans, and Twitter :
Watkins, Brandi
Sport teams, fans, and Twitter : the influence of social media on relationships and branding / Brandi Watkins. - 141 pages : illustrations ; 24 cm. - Intergrated marketing communications. .
Includes bibliographical references (pages 119-135) and index.
Pt. 1. Twitter for relationship building.
Ch. 1. The fan-team relationship --
Ch. 2. Getting social --
Ch. 3. Online fan engagement & fan-team relationships.
Pt. 2. Content strategies & relationship marketing.
Ch. 4. Brand personality --
Ch. 5. Connecting with athletes --
Ch. 6. Dialogue --
Ch. 7. 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.
9781498540056 (cloth : alk. paper) 9781498540070 (pbk. : alk. paper) 9781498540063 (electronic)
Twitter
Social media in sports.
Sports spectators--Attitudes
Sports--Marketing
Branding (Marketing)
796.0688
Sport teams, fans, and Twitter : the influence of social media on relationships and branding / Brandi Watkins. - 141 pages : illustrations ; 24 cm. - Intergrated marketing communications. .
Includes bibliographical references (pages 119-135) and index.
Pt. 1. Twitter for relationship building.
Ch. 1. The fan-team relationship --
Ch. 2. Getting social --
Ch. 3. Online fan engagement & fan-team relationships.
Pt. 2. Content strategies & relationship marketing.
Ch. 4. Brand personality --
Ch. 5. Connecting with athletes --
Ch. 6. Dialogue --
Ch. 7. 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.
9781498540056 (cloth : alk. paper) 9781498540070 (pbk. : alk. paper) 9781498540063 (electronic)
Social media in sports.
Sports spectators--Attitudes
Sports--Marketing
Branding (Marketing)
796.0688