Britney Spears is one of the most successful female recording artists in contemporary music, world-wide. Herein, we analyze how Britney Spears and her team of employees rely on social media applications to communicate around this pop icon, and create and maintain her celebrity brand image. Specifically, we look at the use of social media during the launch of her single Hold It Against Me' and the associated album Femme Fatale in early 2011. The interplay of postings on Twitter, YouTube, and Facebook-combined with comments on her webpage, BritneySpears.com-can be seen as a prime example of social media usage to support new product introductions.

【書誌情報】

ページ数：5ページ

サイズ：A4

商品番号：HBSP-BH459

発行日：2012/1/15

登録日：2012/2/23