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Barnes and Noble

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

Current price: $111.00
Sport Teams, Fans, and Twitter: The Influence of Social Media on Relationships Branding
Sport Teams, Fans, and Twitter: The Influence of Social Media on Relationships Branding

Barnes and Noble

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

Current price: $111.00
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Size: Hardcover

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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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Barnes & Noble does business -- big business -- by the book. As the #1 bookseller in the US, it operates about 720 Barnes & Noble superstores (selling books, music, movies, and gifts) throughout all 50 US states and Washington, DC. The stores are typically 10,000 to 60,000 sq. ft. and stock between 60,000 and 200,000 book titles. Many of its locations contain Starbucks cafes, as well as music departments that carry more than 30,000 titles.

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