Naslov
Netnography as a research tool in the sports industry – a literature review

Autori
Sredojević, Marko ; Grilec, Alica ; Pandža Bajs, Irena

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Book of proceedings 88th International Scientific Conference on Economic and Social Development: "Roadmap to NetZero Economies and Businesses / Janjusevic, žjelena ; Hopkinson, Paul ; Pandza Bajs, Irena - , 2022, 234-242

Skup
88th International Scientific Conference on Economic and Social Development: Roadmap to NetZero Economies and Businesses

Mjesto i datum
Dubai, Ujedinjeni Arapski Emirati, 19.10.2022. - 20.10.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Netnography, social media, sports brands, sports industry

Sažetak
In today's world, technology penetrated into our everyday life in many ways. Mobile phones and other communication devices became inseparate from people with social media presence in our lives since we wake up in the morning until we go to sleep. During the day, we constantly connect and check social media. The surprising and relatively new way is the meeting point of sports and social media. Live streaming of sports matches on social media, fan pages, forums and groups are the result of technology meeting the sports and providing the fans with the online experience of matches from the comfort of their homes, participating in live discussion, and following and interacting with the favourite sports persons on social media. As it is well known, the sports industry is also a business that includes sponsorships, brands, sale of media, sale of sports fan accessories, sale of food and adding globalization to the context. Global sport industy has important influence on economies, especially where global sport events take place. In a context of consumer behaviour, sports fans have special relationship and attachmet towards the sports club they are supporting and their loyality is unquestionable, but there is still a lack of researches with sports fans in online communities and deeper analysis of their consumer behaviour and potential. So, in order to provide guidance for future research in the sport Industry using Netnography as a popular scientific method for resarching social networks and internet, this paper aims to review all available existing research literature and synthesising main approaches and findings. More detailed, this review seeks to screen existing research studies published in the period 2012-2022 using Emerald Insight, Taylor and Francis and ProQuest database with the following keywords: “sport” and “Netnography” concerning their a) research focus, b) social media analyzed, c) main findings, d) sport/location and timeframe. For the purpose of this research, all three databases were carefully researched and all papers matching the research criteria and time frame are presented.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA