Managing Tv Brands With Social Media: An Empirical Analysis Of Television Series Brands
by Jennifer Berz /
2016 / English / PDF
2.9 MB Download
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.
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.
