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Managing TV Brands with Social Media : An Empirical Analysis of Television Series Brands by Jennifer Berz (auth.) is a nonfiction available to read on EtoBox.

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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. Contents 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 pirical model="" evaluation="" and="" hypothesis="" testing Target Groups Researchers, students and lecturers in media management and media studies Media managers in fields such as media branding and television The Author Jennifer Berz received her doctorate at the Department of Media Management of Johanne

Who reads Managing TV Brands with Social Media : An Empirical Analysis of Television Series Brands?

Author

Jennifer Berz (auth.)

Publisher

VS Verlag für Sozialwissenschaften

Published

2016

Language

EN

ISBN

9783658142940

Category

nonfiction

Subjects

Marketing, Business, Science