OČEKIVANJA I CILJEVI DIGITALNOG MARKETINGA U SPONZORIRANJU HRVATSKIH SPORTSKIH SUBJEKATA

master's thesis

• Title (english): EXPECTATIONS AND GOALS OF DIGITAL MARKETING IN SPONSORING CROATIAN SPORTS ENTITIES
• Author: Tin Rešetar
• Mentor: Miroslav Mandić (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Sponzorstvo je jedan od najvažnijih izvora prihoda za većinu sportskih subjekata. Sponzorstvo se sve više kreće prema partnerskom odnosu, gdje se kroz suradnju stvara korist za obje uključene strane. Kako bi se osigurao prihod od sponzorstva i u budućnosti, sportski subjekti moraju razviti nove načine povećanja vrijednosti za sponzorska poduzeća. Razvoj tehnologije i digitalnih medija, sponzorskim poduzećima i sportskim subjektima neprestano nudi nove mogućnosti iskorištavanja sponzorstva. Iskorištavanje punog potencijala sponzorstva zahtijeva od sponzora postavljanje ciljeva i korištenje digitalnih medija, dok je s druge strane nužno da sponzorirana strana razumije postavljene ciljeve i korištenje digitalnih medija. U ovom diplomskom radu istražili su se ciljevi i očekivanja digitalnog marketinga poduzeća sponzora u sponzoriranju hrvatskih sportskih subjekata. U svrhu istraživanja koristio se je izviđajni (kvalitativni) pristup, a primarni podaci prikupljeni su provođenjem dubinskih intervjua u kojima je instrument istraživanja bio vodič (podsjetnik za intervju). Rezultati istraživanja pokazali su kako se očekivanja i ciljevi sponzora uglavnom odnose na povećanje vidljivosti marke poduzeća uz istovremeno postizanje društvene odgovornosti i mogućnosti predstavljanja svojih proizvoda i usluga. Svi sponzori smatraju digitalne medije i mogućnosti digitalnog marketinga vrlo važnima, te postoji spremnost na korištenje praksi digitalnog marketinga u sponzorskom odnosu. Kao najveća prednost digitalnog marketinga navedena je jednostavnost mjerenja uspješnosti aktivnosti, što je prilikom korištenja tradicionalnih medija otežano. Nerazumijevanje digitalnog marketinga i korištenja digitalnih medija sa strane sponzoriranih subjekata, percipiran je kao jedan od najvećih izazova. U budućnosti bi sponzorska poduzeća mogla organizirati edukacije i radionice na temu korištenja digitalnog marketinga i digitalnih medija u svrhu povećanja kvalitete sponzorskih odnosa i pristupanja sportskih subjekata sponzorima. Spremnost na zajedničko razvijanje ideja na području digitalnih marketinških aktivnosti mogla bi povećati vrijednost sponzorstva za obje uključene strane.

Abstract (english)

Sponsorship is one of the most important sources of income for most sports entities. Sponsorship is increasingly moving towards partnership relationship, where cooperation creates benefits for both involved parties. To secure sponsorship income in the future, sports entities must develop new ways of increasing value for sponsoring companies. The development of technology and digital media constantly offers sponsoring companies and sports entities new opportunities to exploit sponsorship. Exploiting the full potential of sponsorship requires the sponsor to set goals and use digital media. At the same time, it is necessary for the sponsored party to understand the set goals and use of digital media. The thesis investigated the goals and expectations of the digital marketing of sponsor companies in sponsoring Croatian sports entities. For researching purposes, the approach of this thesis used a qualitative approach, and primary data was collected by conducting in-depth interviews in which the research instrument was a guide (interview reminder). The research results showed that the expectations and goals of sponsors mainly relate to increasing the visibility of the company's brand while simultaneously achieving social responsibility and the opportunity to present their products and services. All sponsors consider digital media and digital marketing opportunities very important, and there is a willingness to use digital marketing practices in the sponsorship relationship. The significant advantage of digital marketing is the simplicity of measuring the success of activities, which is difficult when using traditional media. Lack of understanding of digital marketing and the use of digital media from the sponsored entities is perceived as one of the biggest challenges. In the future, sponsoring companies could organize education and workshops related to digital marketing and digital media to increase the quality of sponsorship relationships and the approach of sports entities to sponsors. A willingness to jointly develop ideas about digital marketing activities could increase the value of the sponsorship for both parties involved.

• Keywords: sponzorstvo; sportski marketing; sportsko sponzorstvo; digitalni marketing; digitalni mediji; društveni mediji
• Keywords (english): sponsorship; sport marketing; sports sponsorship; digital marketing; digital media; social media
• Language: croatian
• URN:NBN: urn:nbn:hr:148:315520
• 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: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-10-03 07:39:49