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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.

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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.

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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.

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