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Sport Teams, Fans, and Twitter - (Integrated Marketing Communication) by Brandi Watkins (Hardcover)

Sport Teams, Fans, and Twitter - (Integrated Marketing Communication) by  Brandi Watkins (Hardcover) - image 1 of 1
Sport Teams, Fans, and Twitter - (Integrated Marketing Communication) by  Brandi Watkins (Hardcover) - image 1 of 1
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About this item

Specifications

Number of Pages: 148

Genre: Language + Art + Disciplines

Sub-Genre: Communication Studies

Series Title: Integrated Marketing Communication

Format: Hardcover

Publisher: Lexington Books

Author: Brandi Watkins

Language: English

Street Date: October 15, 2018
TCIN: 78503945
UPC: 9781498540056
Item Number (DPCI): 247-06-5496

Description

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.

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