Utjecaj povezujućeg društvenog kapitala članova sportskog kluba na stavove članova o klubu

master's thesis

• Title (english): The influence of bonding social capital of sports club members on their attitudes towards the club
• Author: Mihael Devunić
• Mentor: Goran Vlašić (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Izrada marketinških strategija za neprofitne sportske organizacije predstavlja izazovan proces. Međutim, postoji niz ključnih čimbenika koji mogu olakšati ovaj proces, a jedan od tih ključnih čimbenika je društveni kapital, posebice povezujući društveni kapital koji je prisutan u zajednicama sportskih klubova. Društveni kapital obuhvaća širok spektar društvenih odnosa, struktura, veza, mreža i resursa koji su ključni za uspjeh ovih organizacija. Kako bi se dublje istražio utjecaj povezujućeg društvenog kapitala na stavove članova sportskog kluba, provedeno je istraživanje na primjeru Futsal Dinama. Cilj ovog istraživanja je razumjeti kako društveni kapital i odnosi unutar kluba utječu na stavove njegovih članova. Posebna pažnja posvećena je analizi stavova članova kluba, s naglaskom na razumijevanju kako društvo i primarne grupe unutar kluba oblikuju te stavove. Rezultati ovog istraživanja pomažu boljem razumijevanju važnosti društvenog kapitala u kontekstu neprofitnih sportskih organizacija te pruža smjernice za izradu marketinških strategija koje će bolje odgovarati potrebama i očekivanjima članova kluba.

Abstract (english)

The development of marketing strategies for nonprofit sports organizations represents a challenging process. However, there are several key factors that can facilitate this process, and one of these pivotal factors is social capital, particularly the bonding social capital present within sports club communities. Social capital encompasses a wide range of social relationships, structures, connections, networks, and resources that are crucial for the success of these organizations. In order to delve deeper into understanding the impact of bonding social capital on the attitudes of sports club members, research was conducted using Futsal Dinamo as a case study. The objective of this research is to comprehend how social capital and relationships within the club influence the attitudes of its members. Special attention was dedicated to the analysis of the club members' attitudes, with a focus on understanding how society and primary groups within the club shape these attitudes. The outcomes of this research will contribute to a better understanding of the significance of social capital in the context of nonprofit sports organizations and provide guidance for crafting marketing strategies that align more effectively with the needs and expectations of club members.

• Keywords: društveni kapital; povezujući društveni kapital; stavovi; društveni utjecaj na stavove; članovi; sportski klub
• Keywords (english): social capital; bonding social capital; attitudes; social influence on attitudes; members; sports club
• Language: croatian
• URN:NBN: urn:nbn:hr:148:592901
• Study programme: Title: Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-26 14:24:43