Managing TV Brands with Social Media
An Empirical Analysis of Television Series Brands
- 2.4k Downloads
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.
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
Researchers, students and lecturers in media management and media studies
Media managers in fields such as media branding and television
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.