engleski

The Role of Social Networks in The Management of Sports Nonprofit Organizations - Case Study of Futsal Clubs in Eastern Croatia

The aim of this paper is to determine the connections between social media activity and different success categories in sports organizations. This primarily refers to the number of spectators following sports organizations. Sports organizations which are the subject of this research are futsal clubs in eastern Croatia that play in the highest ranks of competitions managed by the Croatian Football Federation. Futsal, also known as five-a-side football, is a sport with a long tradition and a high percentage of players and supporters. It is important to mention that, even though the analyzed sample deals with clubs competing in the first and second rank of competitions, those sports organizations are nonprofit and amateur in terms of their structure, since players who play for the clubs only get a certain fee, rather than a salary, which means that futsal is not their primary job. From that point of view, the analyzed sports organizations can be placed in the context of all sports nonprofit organizations. The aim of the research is to determine whether and in what manner can varying intensity of activities on social networks such as Facebook and Instagram affect the attendance or business results of a sports organization. Nowadays, in the time of intensive use of social networks, it is considered obligatory to be present on social networks. Taking the targeted audience of the analyzed sports organizations into account, a conclusion shall be made on the impact of different scopes of social network activities by individual sports organizations on the overall results of a nonprofit sports organization. The obtained results will be highly indicative considering that most sports organizations in the Republic of Croatia are nonprofit regardless of their competition rank, and their players have amateur status.

social networks ; sports nonprofit organizations ; futsal competition ; attendance

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