The Impact Of Social Network Facebook On Personal Brands Of Footballers

V prvem delu magistrske naloge smo s pomočjo teoretskih konceptov preučili marketing v športu, osebno znamčenje in družbena omrežja. Ugotavljali smo, kakšen je proces ustvarjanja osebne tržne znamke, kakšna je močna osebna tržna znamka in kdo so nogometaši oziroma športniki kot osebne znamke. Preučevali smo tudi družbena omrežja, pomen komunikacije športnikov na Facebooku in zakaj Facebook vpliva na osebno tržno znamko. Opredelili smo športni marketing, teorijo osebnega znamčenja v športu in da na vzpon osebnih tržnih znamk vpliva komuniciranje preko Facebooka. Po pregledu literature smo izpostavili namen naloge, cilje magistrskega dela in hipoteze magistrskega dela. Drugi del vsebuje lastno raziskavo, ki se je začela z analizo vsebine in s katero smo preverili teoretska izhodišča. S postavitvijo petih hipotez smo preučili osebne znamke Lionela Messija, Cristiana Ronalda in Neymarja Jr.. Hipoteze smo preverjali z linearno regresijsko analizo in z metodo statističnega preverjanja domnev. Uporabili smo tudi test ANOVA in preizkus skupin za odkrivanje pomembnih razlik v odzivih na komuniciranje. Na podlagi rezultatov, pridobljenih z omenjenimi analizami, zaključujemo, da ima družbeno omrežje Facebook močan vpliv na osebno znamko nogometašev in da sta svetovni splet ter digitalna komunikacija danes nepogrešljiva dela vseh področij naših življenj, kjer ni izključen niti šport. S pomočjo literature in lastne raziskave smo namreč potrdili našo domnevo, da so osebne tržne znamke nogometašev (in drugih športnikov) tako močne tudi zaradi prisotnosti na družbenih omrežjih, posebno na Facebooku.In the first part of the master\u27s thesis, we have examined theoretical concepts of marketing in sport, personal branding and social networks. We have examined the process of creating a personal brand, what is a strong personal brand, and who are football players or athletes as personal brands. We have also studied social networks, the importance of communicating of athletes on Facebook, and why Facebook affects a personal brand. After reviewing the literature, we emphasized the purpose of the task, the goals of the master\u27s thesis and the hypothesis of the master\u27s thesis. We have successfully defined sports marketing, the theory of personal branding in sport, and that the rise of personalized brands is influenced by communication through Facebook. The second part contains our own research, which began with the analysis of the content. We studied the personal brands of Lionel Messi, Cristiano Ronaldo and Neymar, for which we have created five hypotheses. The hypotheses were verified by linear regression analysis and the method of statistical verification of assumptions. We also used the ANOVA test and test groups to detect significant differences in responses on Facebook. Based on the results obtained from these analyzes, we therefore conclude that Facebook as a social network has a strong influence on the personal brand of football players and that the Internet and digital communication are now an indispensable part of all areas of our lives, where neither sport is excluded. With the help of literature and our own research, we have confirmed our assumption that personal brands of footballers (and other athletes) are so powerful also because of the presence on social networks, especially on Facebook