«Grounded in theory and original research that uses mixed methodologies and quantitative and qualitative data, Watkins' work fills a unique and important void as she analyzes social media management and engagement in the sport industry from an integrated marketing communication approach.»
Paul M. Pedersen, Indiana University–Bloomington
A strong relationship between sport fans and teams is an essential component for the success of the sport brand. This book provides an in-depth examination of the use of Twitter as a tool to enhance and maintain the fan-team relationship. Les mer
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«Grounded in theory and original research that uses mixed methodologies and quantitative and qualitative data, Watkins' work fills a unique and important void as she analyzes social media management and engagement in the sport industry from an integrated marketing communication approach.»
Paul M. Pedersen, Indiana University–Bloomington
«In this book that is in equal parts detailed, scholarly, and accessible, Watkins achieves something that is far more often sought than attained: a holistic approach to sport and social media that merges communication with marketing as well as academicians with industry leaders.»
Andrew C. Billings, The University of Alabama
«Watkins investigates the use of social media by sports teams and other organizations in the sport industry to build brand loyalty and increase connections with fans. Her timely work provides a comprehensive review of the latest sport brand and relationship management research, and she offers additional insights through empirical studies. This book can benefit scholars looking to conduct social media research in sports. The findings also can assist sport practitioners seeking to connect with fans through Twitter.»
Marion Evan Hambrick, University of Louisville