Primjena marketinga utjecajnih osoba u sportskom marketingu

master's thesis

• Title (english): Application of influencer marketing in sports marketing
• Author: Ivana Kumanović
• Mentor: Miroslav Mandić (mentor); MBZ: 257553
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Tihomir Vranešević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Jedan od ciljeva marketinga je prepoznati zajednički interes grupe ljudi kako bi zadovoljio njihove želje i potrebe. U postizanju toga cilja, sve veću ulogu imaju društvene mreže putem kojih je moguće efikasno prepoznati ili stvoriti zajednički interes grupe ljudi te takve spoznaje iskoristiti za postizanje marketinške prednosti. Pomoću marketinga na društvenim mrežama stvara se svjesnost postojanja usluge ili proizvoda, a cilj nije nasilno prodavanje, već poticanje razmišljanja o proizvodu ili... More usluzi od strane kupaca. U tome veliku ulogu mogu imati utjecajne osobe, odnosno osobe koje svojim mišljenjima, stavovima i ponašanjem utječu na svoju okolinu i društvo. Utjecajne osobe u sportu, prepoznate su ne samo od strane obožavatelja koji ih prate i ne samo po sportskim uspjesima, već po općim vrijednostima koje spot nosi sa sobom. U prilog navedenom govore i rezultati provedenog istraživanja. Gotovo polovica ispitanika (47,8%) prati sportaše na društvenim mrežama i pokazuju veliki interes za promocije u kojima sudjeluju poznate osobe (70,5%). Less

Abstract (english)

One of the most important marketing goals is to recognize customer interests, create wants and meet their needs. In order to achieve this goal, social media plays an integral role in identifying and creating target groups with the same interests, further used as a vital asset to reaching specific niches and customizing marketing strategies. As one of the most effective forms of modern marketing tools, social media can be used to create brand awareness, to encourage customers to consider... More specific products or services, and ultimately buy them. The main characteristic of social media is being available to every person who wants to create content, which led to a substantial rise of influential individuals. These people influence their followers and society with their opinions, attitudes, and behavior on social media. Influential people in sports are acknowledged not only by the fans who follow them or their sporting success but also represent a great influence on promoting the overall benefits of playing sports. The results of the conducted research support these claims. Almost half of the respondents (47.8%) follow athletes on social media and show great interest in promotions in which celebrities participate (70.5%). Less

• Keywords: sportski marketing; marketing utjecajnih osoba; sport; utjecajne osobe; utjecaj svjetski poznatih sportaša
• Keywords (english): sports marketing; influencer marketing; sport; influencer; the influence of world-famous athletes
• Language: croatian
• URN:NBN: urn:nbn:hr:148:208688
• Study programme: Title: 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: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2021-09-14 21:01:43