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Record Nr. |
UNINA9910886082103321 |
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Autore |
Lewis Michael |
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Titolo |
Fandom Analytics : Creating and Harnessing Consumer and Cultural Passion / / by Michael Lewis |
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Pubbl/distr/stampa |
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Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2024 |
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ISBN |
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Edizione |
[1st ed. 2024.] |
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Descrizione fisica |
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1 online resource (268 pages) |
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Collana |
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Business Guides on the Go, , 2731-4766 |
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Disciplina |
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Soggetti |
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Marketing research |
Business intelligence |
Audiences |
Service industries |
Sports - Economic aspects |
Market Research and Competitive Intelligence |
Fan and Audience Studies |
Entertainment Industry |
Sports Economics |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Nota di contenuto |
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Introduction The Most Important Person in the World -- The Fandom Analytics Framework -- Fandom Foundations: Stories and Narratives -- Fandom Meaning: Community and Identity -- Fandom Measurement: Brand Equity and Customer Equity -- Fandom Extensions: Transference and Sponsorship -- Sports and Entertainment Product Analysis -- Application 1: Fan Insights -- Application 2: Brand Measurement -- Application 3: Fan Lifetime Value -- Application 4: Sponsorship Valuation -- Commentary. |
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Sommario/riassunto |
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The success of modern sports, entertainment, political, and other cultural categories is driven by organizations’ ability to create and manage fandom. This book explores fandom from a marketing perspective providing a multidisciplinary framework for understanding, measuring, and growing fandom. It provides a fandom analytics |
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framework for creating and managing fandom and identifies the macro forces (technology, demographics, etc.) that are changing fandom’s structure and societal role. The book goes beyond understanding the foundations of fandom by demonstrating how marketing tools may be employed to value and manage fandom assets. It is designed for existing and new generations of sports and entertainment professionals, as well as scholars, students, and academics interested in sports and entertainment marketing and analytics. |
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