Stručni rad
DIGITAL MEDIA AND SOCIAL NETWORKS AS SPORTS PROMOTION INSTRUMENTS
Mario Domgjonaj
orcid.org/0009-0005-4168-3746
; Hrvatski institut za kriminologiju, kazneno i humanitarno pravo
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* Dopisni autor.
Sažetak
The paper explores the role of digital media and social networks as key instruments for promoting sports in the modern communication environment. It is based on the assumption that the process of digitalization is changing the way sports organizations, clubs and athletes communicate with the audience, sponsors and the media, and that presence on digital platforms significantly affects the visibility, reputation and economic potential of sports. The theoretical part of the paper considers the basic communication models in sports marketing and the specificities of digital communication (interactivity, two-way, content personalization, analytics). The empirical part analyzes the use of social networks (primarily Facebook, Instagram, X and TikTok) and other digital tools (websites, streaming, newsletters) in the promotion of sports events and the branding of sports entities. Special attention is paid to strategies for building relationships with fans, creating engaging content and measuring the effects of digital campaigns. Based on the analysis, guidelines are proposed for more effective planning and management of digital communication in sports, with an emphasis on an integrated approach, brand consistency and long-term community building around sports organizations and athletes.
Ključne riječi
digital media; social networks; sports marketing; sports promotion; sports organizations
Hrčak ID:
346793
URI
Datum izdavanja:
1.5.2026.
Posjeta: 0 *