Naslov
RESEARCH ON THE USE OF SOCIAL NETWORKS IN BUILDING RELATIONSHIP MARKETING IN SPORTS

Autori
Mandić, Miroslav ; Gregurec, Iva ; Škorić, Marko

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

Izvornik
Proceedings of FEB Zagreb 14th International Odyssey Conference on Economics and Business / Sever Mališ, Sanja ; Načinović Braje, Ivana ; Galetić, Fran - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2023, 323-336

Skup
14th International Odyssey Conference on Economics and Business

Mjesto i datum
Online ; Poreč, Hrvatska, 10.05.2023. - 13.05.2023

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
social networks, relationship marketing, sport

Sažetak
This paper investigates the use of social networks in building relationship marketing in sports. For the purpose of the research, a survey questionnaire was used as an instrument on a nonprobability convenience sample of 200 respondents. The conducted research showed that Facebook, Instagram and YouTube are the most used social networks for following professional sports, and that the respondents' relationship with professional sports organizations became better after the respondents followed a professional sports organization on social networks. The main advantages for building long-term relationships gained by respondents are greater awareness, improved experience, passion and commitment. Furthermore, it turned out that most of the respondents are passive observers, and that professional sports organizations need to make more efforts to start a dialogue with the respondents. In addition to dialogue, it turned out that there are many opportunities for professional sports organizations that could encourage the development of quality relationships with followers on social networks. For example, promoting content during matches in real time to encourage interaction with respondents, sending more frequent notifications related to the publication of new content, giving additional benefits in the form of gifts and discounts during special occasions and after starting a relationship with followers. In conclusion, the results show that to succeed in building a long- term relationship with the target audience, it is not enough to just be present on social networks. In addition to presence, it is necessary to invest effort, time, human capital and financial resources in the management of social networks in order to develop a long-term relationship with the target audience.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA