TY  - BOOK
AU  - Watkins,Brandi
TI  - Sport teams, fans, and Twitter: the influence of social media on relationships and branding 
T2  - Intergrated marketing communications
SN  - 9781498540056 (cloth : alk. paper)
U1  - 796.0688 
PY  - 2019///]
CY  - Lanham
PB  - Lexington Books
KW  - Twitter
KW  - Social media in sports
KW  - Sports spectators
KW  - Attitudes
KW  - Sports
KW  - Marketing
KW  - Branding (Marketing)
N1  - 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
N2  - 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
ER  -