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How NBA Teams Use Twitter as a Brand...

Prather, David.

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How NBA Teams Use Twitter as a Brand Management Tool.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	How NBA Teams Use Twitter as a Brand Management Tool./
作者:	Prather, David.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
面頁冊數:	87 p.
附註:	Source: Masters Abstracts International, Volume: 80-09.
Contained By:	Masters Abstracts International80-09.
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13849611
ISBN:	9780438967168

How NBA Teams Use Twitter as a Brand Management Tool.
Prather, David.

How NBA Teams Use Twitter as a Brand Management Tool. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 87 p.

Source: Masters Abstracts International, Volume: 80-09.

Thesis (M.A.)--University of Missouri - Columbia, 2018.

Social media has changed the way that organizations communicate with consumers and potential consumers. In the professional sports industry, teams use social media as a way to engage with their fans, posting a range of different types of content. The ways that professional sports teams use social media for branding purposes has been studied in a limited fashion. This study addresses that gap, analyzing the use of Twitter by the Los Angeles Lakers - focusing on the brand attributes the team uses in their tweets (both product-related and non-product-related) and their relation to Twitter's key engagement features (retweets, favorites, replies). The results build on current knowledge of social media-based brand management in professional sports, while also offering significant insights for practitioners on how the utilization of particular brand attributes can lead to better engagement with fans of the team.

ISBN: 9780438967168Subjects--Topical Terms:

536353
Marketing.
Subjects--Index Terms:

Brand management

How NBA Teams Use Twitter as a Brand Management Tool.
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520 $a Social media has changed the way that organizations communicate with consumers and potential consumers. In the professional sports industry, teams use social media as a way to engage with their fans, posting a range of different types of content. The ways that professional sports teams use social media for branding purposes has been studied in a limited fashion. This study addresses that gap, analyzing the use of Twitter by the Los Angeles Lakers - focusing on the brand attributes the team uses in their tweets (both product-related and non-product-related) and their relation to Twitter's key engagement features (retweets, favorites, replies). The results build on current knowledge of social media-based brand management in professional sports, while also offering significant insights for practitioners on how the utilization of particular brand attributes can lead to better engagement with fans of the team.
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