Managing TV Brands with Social Media: An Empirical Analysis of Television Series 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 ... Ausführliche Beschreibung

1. Person: Berz, Jennifer
Weitere Körperschaften: SpringerLink (Online service)
Weitere Personen: SpringerLink (Online service)
Format: E-Buch
Sprache: English
Veröffentlicht: Wiesbaden Springer Fachmedien Wiesbaden 2016, 2016
Beschreibung: XXI, 303 p. 18 illus online resource
Ausgabe: 1st ed. 2016
Schlagworte: Corporate Communication/Public Relations
Media Research
Communication
Media Management
Sociology
Industrial management
Public relations
Online Zugang: Volltext
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520 |a 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 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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