Društvene mreže u sportu kao sredstvo tržišnog komuniciranja.

Grozbek, Hrvoje

prikaz prve stranice dokumenta Društvene mreže u sportu kao sredstvo tržišnog komuniciranja.

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master's thesis

Društvene mreže u sportu kao sredstvo tržišnog komuniciranja.

Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2019. urn:nbn:hr:145:788644

Grozbek, Hrvoje

Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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APA 6th Edition

Grozbek, H. (2019). Društvene mreže u sportu kao sredstvo tržišnog komuniciranja. (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:788644

MLA 8th Edition

Grozbek, Hrvoje. "Društvene mreže u sportu kao sredstvo tržišnog komuniciranja.." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:788644

Chicago 17th Edition

Harvard

Grozbek, H. (2019). 'Društvene mreže u sportu kao sredstvo tržišnog komuniciranja.', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 23 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:788644

Vancouver

Grozbek H. Društvene mreže u sportu kao sredstvo tržišnog komuniciranja. [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2019 [cited 2024 April 23] Available at: https://urn.nsk.hr/urn:nbn:hr:145:788644

IEEE

H. Grozbek, "Društvene mreže u sportu kao sredstvo tržišnog komuniciranja.", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:145:788644

Cite this item: https://urn.nsk.hr/urn:nbn:hr:145:788644

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Metadata

Title	Društvene mreže u sportu kao sredstvo tržišnog komuniciranja.
Title (english)	Social networks in sport as a means of market communication
Author	Hrvoje Grozbek
Mentor	Davorin Turkalj (mentor)
Committee member	Davorin Turkalj (predsjednik povjerenstva)
Committee member	Antun Biloš (član povjerenstva)
Committee member	Branko Matić (član povjerenstva)
Granter	Josip Juraj Strossmayer University of Osijek Faculty of Economics and Business in Osijek (Chair of Marketing) Osijek
Defense date and country	2019-02-28, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Economics Marketing
Abstract	Ovaj rad bavi se društvenim mrežama u sportu kao sredstvom tržišnog komuniciranja. Kroz rad je utvrđeno kako su društvene mreže danas nezamjenjiv marketinški alat te kako imaju vrlo veliku ulogu u poslovanju svakog sportskog kluba. Putem njih moguće je provoditi različite marketinške akcije i sportski marketing. Klubovi ih tako koriste za najavu sportskih događaja, promotivne ponude, nagradne igre, dijeljenje fotografija i video zapisa sa utakmica, komunikaciju s navijačima, itd., a sve s ciljem zadržavanja postojećih i privlačenja novih navijača te kreiranja lojalnosti. To dovodi do više reakcija na aktivnosti na društvenim mrežama što pak dovodi do rasta popularnosti nekog brenda ili sportskog kluba. Kao konačan rezultat javlja se povećana potrošnja sportskih proizvoda, odnosno povećani prihodi kluba. Utvrđeno je i kako sportski klubovi trebaju pomno odabrati društvenu mrežu na kojoj će nastupati, a ukoliko nastupaju na više njih, sadržaj koji dijele ne bi trebao biti isti. U radu su navedeni brojni primjeri korištenja društvenih mreža u sportu, a posebno je analiziran nogometni klub Juventus koji potvrđuje važnost društvenih mreža u sportu. Nastup na društvenoj mreži Facebook ocijenjen je kao dobar, međutim, još postoji mjesta za napredak. Stoga su iznijete preporuke koje se ponajviše odnose na povećanu učestalost objava, na povezivanje Facebook stranice kluba sa drugim stranicama te pozivanje fanova na interakciju.
Abstract (english)	This paper deals with social networks in sports as a means of market communication. Throughout this paper it is determined that social networks nowadays are irreplaceable marketing tool and that they have big role in a business of every sports club. Through them, it is possible to conduct various marketing activities and sports marketing. Clubs use them for announcing sports events, promotional offers, prize games, sharing photos and videos from matches, communicating with fans, etc., all with the aim of keeping existing and attracting new fans and creating loyalty. This leads to more reactions to activities on social networks, which leads to an increase in the popularity of a brand or a sports club. As a final result there is an increase in the consumption of sports goods, i. e. increased club revenues. It was also found that sports clubs should carefully select the social network they are going to use, and if they use more of them, the content they share should not be the same. Numerous examples of use of social networks in sport are outlined in this paper, and football club Juventus has been analyzed in detail, which confirms the importance of social networks in sport. Performance on social network Facebook is rated as good, however, there is still room for improvement. Therefore, recommendations were made, that mostly relate to increased publishing frequency, linking Facebook's site to other sites, and inviting fans to interact.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:145:788644
Study programme	Title: Marketing Study programme type: university Study level: graduate Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resource	Text
File origin	Born digital
Access conditions	Access restricted to students and staff of home institution
Terms of use
Repository	EFOS REPOSITORY
Created on	2019-04-09 15:30:39

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