Pregledni rad
INVESTIGATION OF REASONS FOR FOLLOWING ATHLETES ON SOCIAL NETWORKS
Miroslav Mandić
orcid.org/0000-0001-6118-6687
; Ekonomski fakultet, Sveučilište u Zagrebu, Trg J.F. Kennedyja 6, 10000 Zagreb, Hrvatska
Iva Gregurec
orcid.org/0000-0002-2429-0335
; Fakultet organizacije i informatike, Sveučilište u Zagrebu, Pavlinska 2, 42000 Varaždin, Hrvatska
Vedrana Jurić
; Henkel Croatia d.o.o. Budmanijeva 1, 10000 Zagreb, Hrvatska
Sažetak
With the significant progress of digital technology, i.e. ubiquitous social networks, the interest of various industries that use this medium to communicate and share content with their users is also growing. In addition to social networks, without which nowadays it is difficult to imagine a day, an integral part of every individual's life is also sport, which is stronger for some and less pronounced for others. Therefore, this paper combines those two sides, sport, through the development of sports marketing, and social networks as a medium by which it can be implemented. The paper provides a short theoretical overview created on the basis of secondary data sources, and an insight into the conducted quantitative descriptive research using a questionnaire created for the purpose of collecting primary data. The research problem was to discover the motives of users for following athletes on social networks. At the same time, the main goal of the conducted research was to determine the reasons why individuals use a certain social network as a medium through which they follow their favorite athletes.
Ključne riječi
motivation; sports marketing; digital technologies; digital marketing; social networks
Hrčak ID:
295898
URI
Datum izdavanja:
17.3.2023.
Posjeta: 459 *