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Managing TV Brands with Social Media

An Empirical Analysis of Television Series Brands

Managing TV Brands with Social Media by Jennifer Berz
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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.



Springer Fachmedien Wiesbaden; May 2016
315 pages; ISBN 9783658142940
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Title: Managing TV Brands with Social Media
Author: Jennifer Berz
 
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