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

(Integrated Marketing Communication)

Sport Teams, Fans, and Twitter : The Influence of Social Media on Relationships and Branding Author Brandi Watkins
Isbn 1498540058
File size 4.9MB
Year 2019
Pages 148
Language English
File format PDF
Category Sport

Book Description:

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 also can assist sport practitioners seeking to connect with fans through Twitter. (Marion Evan Hambrick, University of Louisville)

 

 

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