Sport teams, fans, and Twitter : the influence of social media on relationships and branding / Brandi Watkins.

By:

Watkins, Brandi [author]

Material type:

TextSeries: Intergrated marketing communicationsPublisher: Lanham : Lexington Books, [2019]Description: 141 pages : illustrations ; 24 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

9781498540056 (cloth : alk. paper)
9781498540070 (pbk. : alk. paper)
9781498540063 (electronic)

Subject(s):

Additional physical formats: Online version:: Sports teams, fans, and TwitterDDC classification:

796.0688

Contents:

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.

Summary: 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.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	796.0688 WAT spo (Browse shelf(Opens below))	Available	12186

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Previous	796.021 MIL win Sports analytics and data science :	796.021 SPO spo Sports analytics :	796.0688 NIC spo Sport and the media :	796.0688 WAT spo Sport teams, fans, and Twitter :	796.069 AIC spo Sport facility and event management /	796.069 BAK fun Fundamentals of sport management /	796.069 GRE man Managing sport events /	Next

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.

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