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

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.

List of contents

Section 1: Twitter for Relationship Building
Chapter 1. The Fan-Team Relationship
Chapter 2. Getting Social
Chapter 3. Online Fan Engagement & Fan-Team Relationships

Section 2: Content Strategies & Relationship Marketing

Chapter 4. Brand Personality
Chapter 5. Connecting with Athletes
Chapter 6. Dialogue
Chapter 7. Recommendations

About the author

Brandi Watkins

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.

Product details

• Authors: Brandi Watkins
• Publisher: Lexington Books
• Languages: English
• Product format: Paperback / Softback
• Released: 31.07.2020
• EAN: 9781498540070
• ISBN: 978-1-4985-4007-0
• No. of pages: 150
• Series: Integrated Marketing Communica; Integrated Marketing Communication
• Subjects: Social sciences, law, business > Media, communication > General, dictionaries; Media Studies, Popular Culture, SOCIAL SCIENCE / Popular Culture, SPORTS & RECREATION / Sports Psychology, SOCIAL SCIENCE / Media Studies, LANGUAGE ARTS & DISCIPLINES / Communication Studies, Sports psychology, Communication Studies, Fandom;Relationships;Sports Teams