Utjecaj karakteristika objava na društvenim mrežama na uključenost pratitelja društvenih stranica sportskih klubova

master's thesis

• Title (english): Influence of characteristics of social networks content on the engagement of sports club followers
• Author: Kristina Horvat
• Mentor: Goran Vlašić (mentor)
• Committee member: Morana Fudurić (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Društvene mreže kao kanal prenošenja informacija danas su općeprihvaćena i uobičajena pojava. Mnogi su poslovni subjekti i organizacije prepoznali potrebu povezivanja sa svojim potrošačima te nastoje potaknuti interakciju sa istima. Tu su potrebu prepoznali i sportski klubovi koji putem društvenih mreža nastoje informirati svoje pratitelje o raznim događanjima ali također i popularizirati sport i njegovo praćenje. Predmet ovog diplomskog rada bio je istražiti utjecaj objava na društvenim mrežama na uključenost pratitelja. U sklopu istraživanja analizirane su objave, pratili su se i bilježili parametri view, like, share i comment na društvenoj mreži Facebook u periodu od šest mjeseci. Istraživanjem su se izdvojile određene karakteristike sadržaja koje su poticale pratitelje na reakcije. Na kraju provedenog istraživanja zaključak je da postoji potreba za kreiranjem kvalitetnog sadržaja, zanimljivog pratiteljima kako bi oni bili konstantno upućeni i zainteresirani za aktivnosti sportskih klubova.

Abstract (english)

Social networks as tool for information transmission are today a common occurrence. Many businesses and organizations have recognized the need to connect with their customers and seek to encourage interaction with them. This need has also been recognized by sports clubs, which through social networks seek to inform their followers about various events but also to popularize sports and its monitoring. The subject of this thesis was to investigate the impact of social media posts on followers engagement. The research analyzed the posts, followed up and recorded the parameters view, like, share and comment on the social network Facebook for a period of six months. The research highlighted certain content features that encouraged followers to respond. At the end of the research, the conclusion is that there is a need to create quality content that is interested to the followers so that they are interested in sports club activities.

• Keywords: društvene mreže; uključenost potrošača; marketing sadržaja; sportski marketing; upravljanje zajednicom
• Keywords (english): Social networks; consumer engagement; content marketing; sports marketing; community management
• Language: croatian
• URN:NBN: urn:nbn:hr:148:785762
• 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: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-09-30 15:43:07