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.
