Watkins, Brandi <br/><br/>
Sport teams, fans, and Twitter :  the influence of social media on relationships and branding / 
Brandi Watkins. 
 - 141 pages :  illustrations ;  24 cm. 
 - Intergrated marketing communications. .
<br/><br/>Includes bibliographical references (pages 119-135) and index. 
<br/><br/>Pt. 1. Twitter for relationship building. <br/>Ch. 1. The fan-team relationship -- <br/>Ch. 2. Getting social -- <br/>Ch. 3. Online fan engagement & fan-team relationships. <br/>Pt. 2. Content strategies & relationship marketing. <br/>Ch. 4. Brand personality -- <br/>Ch. 5. Connecting with athletes -- <br/>Ch. 6. Dialogue -- <br/>Ch. 7. Recommendations. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9781498540056 (cloth : alk. paper) 9781498540070 (pbk. : alk. paper) 9781498540063 (electronic) 
<br/><br/><label>Subjects--Uniform Titles: </label><br/>Twitter
<br/><br/><label>Subjects--Topical Terms: </label><br/>Social media in sports.<br/>Sports spectators--Attitudes<br/>Sports--Marketing<br/>Branding (Marketing)
<br/><br/><label>Dewey Class. No.: </label>796.0688