Managing TV Brands with Social Media

Name: Managing TV Brands with Social Media
Brand: Springer Nature
SKU: 9783658142933
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Product Details

Brand

Springer Nature

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Part Number

GTIN

9783658142933

Condition

New

Product Description

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 users loyalty towards serialised television brands and their relationships with these brands.

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