Managing TV Brands with Social Media: An Empirical Analysis of Television Series Brands: 2016

Book
No Media

This item doesn’t have any media yet

Managing TV Brands with Social Media: An Empirical Analysis of Television Series Brands: 2016

2016 | Business & Finance

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.



Published by Springer Fachmedien Wiesbaden

Edition Unknown
ISBN 9783658142933
Language N/A

Images And Data Courtesy Of: Springer Fachmedien Wiesbaden.
This content (including text, images, videos and other media) is published and used in accordance with Fair Use.