Access this book
Tax calculation will be finalised at checkout
Other ways to access
Table of contents (6 chapters)
Keywords
About this book
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.
Authors and Affiliations
About 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.
Bibliographic Information
Book Title: Managing TV Brands with Social Media
Book Subtitle: An Empirical Analysis of Television Series Brands
Authors: Jennifer Berz
DOI: https://doi.org/10.1007/978-3-658-14294-0
Publisher: Springer VS Wiesbaden
eBook Packages: Social Sciences, Social Sciences (R0)
Copyright Information: Springer Fachmedien Wiesbaden 2016
Softcover ISBN: 978-3-658-14293-3Published: 01 June 2016
eBook ISBN: 978-3-658-14294-0Published: 25 May 2016
Edition Number: 1
Number of Pages: XXI, 303
Number of Illustrations: 18 b/w illustrations
Topics: Media Research, Media Management, Corporate Communication/Public Relations