Jennifer Berz
Managing TV Brands with Social Media
An Empirical Analysis of Television Series Brands
Paperback Engels 2016 9783658142933Levertijd ongeveer 9 werkdagen
Gratis verzonden
Samenvatting
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.
Specificaties
ISBN13:9783658142933
Taal:Engels
Bindwijze:Paperback
Aantal pagina's:303
Uitgever:Springer Fachmedien Wiesbaden
Hoofdrubriek:, Communicatie en media, Marketing
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Inhoudsopgave
Media branding in general and television branding in particular as reference points of the study.- Relevant concepts in brand related communication.- Social media research and gratifications obtained from using social media.- Model development: conceptualisation and derivation of hypotheses.- Empirical model evaluation and hypothesis testing.
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan