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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.

Record Type:	Electronic resources : Monograph/item
Title/Author:	How NBA Teams Use Twitter as a Brand Management Tool./
Author:	Prather, David.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
Description:	87 p.
Notes:	Source: Masters Abstracts International, Volume: 80-09.
Contained By:	Masters Abstracts International80-09.
Subject:	Marketing. -
Online resource:	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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020 $a 9780438967168
035 $a (MiAaPQ)AAI13849611
035 $a AAI13849611
040 $a MiAaPQ $c MiAaPQ
100 1 $a Prather, David. $3 3547117
245 1 0 $a How NBA Teams Use Twitter as a Brand Management Tool.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2018
300 $a 87 p.
500 $a Source: Masters Abstracts International, Volume: 80-09.
500 $a Publisher info.: Dissertation/Thesis.
500 $a Advisor: Frisby, Cynthia.
502 $a Thesis (M.A.)--University of Missouri - Columbia, 2018.
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.
590 $a School code: 0133.
650 4 $a Marketing. $3 536353
650 4 $a Sports Management. $3 2122869
653 $a Brand management
653 $a Twitter
690 $a 0338
690 $a 0430
710 2 $a University of Missouri - Columbia. $b Journalism. $3 2092077
773 0 $t Masters Abstracts International $g 80-09.
790 $a 0133
791 $a M.A.
792 $a 2018
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13849611