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Managing TV Brands with Social Media: An Empirical Analysis of Television Series Brands
Jennifer Berz
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Description for Managing TV Brands with Social Media: An Empirical Analysis of Television Series Brands
Paperback. Num Pages: 324 pages, 18 black & white illustrations, biography. BIC Classification: JFD; KJSP; KNT. Category: (G) General (US: Trade). Dimension: 210 x 149 x 24. Weight in Grams: 426.
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.
Product Details
Format
Paperback
Publication date
2016
Publisher
Springer Fachmedien Wiesbaden
Condition
New
Number of Pages
303
Place of Publication
Weisbaden, Germany
ISBN
9783658142933
SKU
V9783658142933
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Jennifer Berz
Jennifer Berz received her doctorate at the Department of Media Management of Johannes Gutenberg University Mainz. She holds degrees in Economics and Business Administration from Goethe University Frankfurt and in Publishing Studies from City University London. Her research interests are media branding, social media, and market and brand research.
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