Primjena marketinga sadržaja u razvoju esport industrije

master's thesis

• Title (english): Application of content marketing in the development of the esports industry
• Author: Antun Mršić
• Mentor: Miroslav Mandić (mentor)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Profesionalno igranje video igara ili esport industrija jedna je od najmlađih, ali najbrže rastućih i najprofitabilnijih industrija današnjice. Obuhvaća veliku bazu vjernih ljubitelja. Osim što prate svaki meč svoje najdraže esport organizacije u svakodnevnoj su komunikaciji sa svojim najdražim igračima, organizacijama ili organizatorima natjecanja kroz angažman sa sadržajem na njihovim društvenim mrežama. Primjenom marketinga sadržaja, esport organizacije nastoje popularizirati industriju, ostvariti nova partnerstva i suradnje s nekim od najpoznatijih svjetskih maraka, financijsku strukturu učiniti održivom, povećati razinu uključenosti svojih pratitelja, unaprijediti postojeći eko-sustav, a sve to s glavnim ciljem razvoja esport industrije.

Marketinški timovi moraju u potpunosti poznavati svoju ciljanu publiku, njihove navike, način komunikacije i preferencije. Provedenim anketnim istraživanjem ispitane su navike pratitelja esporta, njihova generalna uključenost u industriju, razina uključenosti i angažmana sa sadržajem njihove najdraže esport organizacije, razina zadovoljstva s istim te ažurnosti esport organizacija pri povratnoj komunikaciji.

Abstract (english)

Professional gaming, or the esports industry, is one of the youngest yet fastest-growing and most profitable industries in modern society. It encompasses a large base of loyal followers. Through content marketing, esports organizations seek to popularize the industry, establish new partnerships and collaborations with some of the world's most famous brands, make their financial structure sustainable, increase the level of engagement of their followers, and improve the existing ecosystem, all with the main goal of developing the esports industry.

The marketing department of professional esports organizations must have a comprehensive understanding of their target audience, their communication habits, and their digital preferences. Through a conducted survey, the habits of esports followers were examined, including their general involvement in the industry, level of engagement and interaction with the content of their favorite esports organization, satisfaction levels, as well as the digital feedback of the esports organizations they follow on social media channels.

• Keywords: esport industrija; marketing sadržaja; društvene mreže; korisnikova uključenost; sadržaj
• Keywords (english): esports industry; content marketing; social media; user engagement; content
• Language: croatian
• URN:NBN: urn:nbn:hr:148:427853
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Reformatted digital
• Access conditions: Access restricted to authenticated users
• Created on: 2023-09-28 14:14:05