Sports teams, fans, and Twitter : the influence of social media on relationships and branding / Brandi Watkins.

By:

Watkins, Brandi [author.]

Material type: Text

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781498540063 (electronic bk.)

Subject(s):

LOC classification:

GV568.3 .W38 2019

Online resources:

Electronic Resources

Contents:

Twitter for relationship building -- The fan-team relationship -- Getting social -- Online fan engagement & fan-team relationships -- Content strategies & relationship marketing -- Brand personality -- Connecting with athletes -- Dialogue -- Recommendations.

Summary: "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"-- Provided by publisher.

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Includes bibliographical references and index.

"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"-- Provided by publisher.

Description based on online resource; title from digital title page (viewed on November 28, 2018).

Master record variable field(s) change: 072 - OCLC control number change

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Sports teams, fans, and Twitter : the influence of social media on relationships and branding / Brandi Watkins.

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