國立虎尾科技大學 |

Managing TV Brands with Social Media = An Empirical Analysis of Television Series Brands /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Managing TV Brands with Social Media/ by Jennifer Berz.
其他題名:	An Empirical Analysis of Television Series Brands /
作者:	Berz, Jennifer.
面頁冊數:	XXI, 303 p. 18 illus.online resource. :
Contained By:	Springer Nature eBook
標題:	Communication. -
電子資源:	https://doi.org/10.1007/978-3-658-14294-0
ISBN:	9783658142940

Managing TV Brands with Social Media = An Empirical Analysis of Television Series Brands /
Berz, Jennifer.

Managing TV Brands with Social MediaAn Empirical Analysis of Television Series Brands /[electronic resource] :by Jennifer Berz. - 1st ed. 2016. - XXI, 303 p. 18 illus.online resource.

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 -- Empirical model evaluation and hypothesis testing.

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.

ISBN: 9783658142940

Standard No.: 10.1007/978-3-658-14294-0doiSubjects--Topical Terms:

556422
Communication.

LC Class. No.: P87-96

Dewey Class. No.: 302.23

Managing TV Brands with Social Media = An Empirical Analysis of Television Series Brands /
LDR:03121nam a22003855i 4500 001 982857
003 DE-He213
005 20200703010208.0
007 cr nn 008mamaa
008 201211s2016 gw | s |||| 0|eng d
020 $a 9783658142940 $9 978-3-658-14294-0
024 7 $a 10.1007/978-3-658-14294-0 $2 doi
035 $a 978-3-658-14294-0
050 4 $a P87-96
072 7 $a JFD $2 bicssc
072 7 $a SOC052000 $2 bisacsh
072 7 $a JBCT $2 thema
082 0 4 $a 302.23 $2 23
100 1 $a Berz, Jennifer. $4 aut $4 http://id.loc.gov/vocabulary/relators/aut $3 1109752
245 1 0 $a Managing TV Brands with Social Media $h [electronic resource] : $b An Empirical Analysis of Television Series Brands / $c by Jennifer Berz.
250 $a 1st ed. 2016.
264 1 $a Wiesbaden : $b Springer Fachmedien Wiesbaden : $b Imprint: Springer VS, $c 2016.
300 $a XXI, 303 p. 18 illus. $b online resource.
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
347 $a text file $b PDF $2 rda
505 0 $a 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 -- Empirical model evaluation and hypothesis testing.
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.
650 0 $a Communication. $3 556422
650 0 $a Sociology. $3 551705
650 0 $a Industrial management. $3 556510
650 0 $a Public relations. $3 557567
650 1 4 $a Media Research. $3 1019957
650 2 4 $a Media Management. $3 669579
650 2 4 $a Corporate Communication/Public Relations. $3 1102112
710 2 $a SpringerLink (Online service) $3 593884
773 0 $t Springer Nature eBook
776 0 8 $i Printed edition: $z 9783658142933
776 0 8 $i Printed edition: $z 9783658142957
856 4 0 $u https://doi.org/10.1007/978-3-658-14294-0
912 $a ZDB-2-SLS
912 $a ZDB-2-SXS
950 $a Social Sciences (SpringerNature-41176)
950 $a Social Sciences (R0) (SpringerNature-43726)