Istraživanje motivacije korisnika za praćenjem sportaša na društvenim mrežama

master's thesis

• Title (english): Researching motivation of users for following athletes on social networks
• Author: Vedrana Jurić
• Mentor: Sandra Horvat (mentor)
• Committee member: Miroslav Mandić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U ovom radu istraživalo se koji su to motivi korisnika za praćenjem sportaša na društvenim
mrežama.

Nadalje, cilj istraživanja bio je utvrditi razloge zbog kojih individualci koriste navedenu
društvenu mrežu kao medij putem kojega prate omiljene sportaše te predložiti model koji će
pomoći u razumijevanju ovog ponašanja.

Podaci su se prikupljali iz primarnih i sekundarnih izvora. Istraživanje koje se provelo bilo je
kvantitativno (opisno), a kao instrument istraživanja koristio se visoko strukturirani anketni
upitnik koji je poslan prigodnom uzorku pratitelja sportaša putem društvenih mreža. U
anketnom upitniku koristila se Likertova skala u kojoj su ispitanici izražavali stupanj slaganja
ili neslaganja sa ponuđenim tvrdnjama te od kombinacije pitanja otvorenog i zatvorenog tipa,
a poslan je putem e-maila, WhatsApp i Viber aplikacije te kroz društvene mreže Facebook i
Instagram.

Rezultati istraživanja pokazali su kako je motiv za praćenjem sportaša na društvenim mrežama
ponajviše motiv vezan uz zabavu i informacije te da se marketinške strategije trebaju provoditi
kroz takvu vrstu sadržaja. Također su se pojavili i novi motivi za praćenjem sportaša koji su
vezani uz prehranu i tjelovježbu, marketing odnosa na način da sportaši dijele svoj privatan
život sa pratiteljima na društvenim mrežama te dodatno motiv koji pridaje važnost društvenoj
odgovornosti sportaša.

Abstract (english)

In this thesis author researched the motives of users for following anthletes on social
networks.

Furthermore, the aim of this thesis was to determine what are the motives that users are using
to follow athleetes on social networks and to propose a model which will help with
understanding of this behaviour.

Collected data were form primary and secondary sources. Conducted research was quantitative
(descriptive) and as an instrument of research was used highly structured survey questionnaire
which was sent to a convenient sample of athlete followers through social networks. The
Likert's scale was used in survey, in which respondents expressed a degree of agreement or
disagreement with the offered claims, and a combination of open and closed type questions,
and was sent through e-mail, WhatsApp and Viber app, and through the social networks
Facebook and Instagram.

This research showed that the biggest motive for following athleetes on social networks is
mostly a motive related to entertainment and information, and that marketing strategies should
be implemented through that type of content. Also, research showed that there are new motives
that are important, and they re related to following athletes that are related to healthy food and
workout, also marketing of relationship in a way that athletes are sharing their private life with
their followers and the last one is attention on social responsibility of athlete.

• Keywords: Ključne riječi: sportski marketing; istraživanje; društvene mreže; motivacija
• Keywords (english): Key words: sports marketing; research; social networks; motivation
• Language: croatian
• URN:NBN: urn:nbn:hr:148:644199
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Reformatted digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-09-29 20:17:04