Managing TV Brands with Social Medi - E-book

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Managing Tv Brands With Social Media - ENG

An Empirical Analysis Of Television Series Brands

Jennifer Berz

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Sinopsis

ISBN:	9783658142940
Formato:	Page Fidelity
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Ciencias sociales
Subtema:	Estudios sobre los Medios
Año de publicación:	2016-05-25

Jennifer Berz explores the employment of social media tools for brand management purposes with regard to serialised television brands. Drawing upon an extensive literature review of the research fields of media brand management, television branding, as well as social media and relevant neighbouring fields of study, the author develops a model that investigates relationships between social media, television and brand related constructs. Social media strategies are found to have a positive impact on usersâ€™ loyalty towards serialised television brands and their relationships with these brands.

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