Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
612-822-4611

  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Sport Teams, Fans, and Twitter: The Influence of Social Media on Relationships and Branding

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

Watkins, Brandi

Paperback

Series: Integrated Marketing Communication

General ReferenceGeneral Sociology

ISBN10: 1498540074
ISBN13: 9781498540070
Publisher: Lexington Books
Published: Jun 30 2020
Pages: 150
Weight: 0.46
Height: 0.32 Width: 6.00 Depth: 9.00
Language: English
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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