Sport Teams, Fans, and Twitter : The Influence of Social Media on Relationships and Branding
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Sport Teams, Fans, and Twitter: The Influence of Social Media on Relationships and Branding

Watkins investigates the use of social media by sports teams and other organizations in the sport industry to build brand loyalty and increase connections with fans. Her timely work provides a comprehensive review of the latest sport brand and relationship management research, and she offers additional insights through empirical studies. This book can benefit scholars looking to conduct social media research in sports. The findings a...