Analysis of social media marketing in sports industry: the case of Premier League

Ovaj se diplomski rad koncentrira na marketing zasnovan na društvenim mrežama, marketing na tražilicama i njihove prakse koje koriste top 5 brendova u Engleskoj Premier Ligi. Nakon generalnog pregleda marketinga i uvoda u marketing zasnovan na društvenim mrežama, marketing na tražilicama i sportsku industriju, model Engleske Premier Lige je sastavljen za svaku od promatranih sezona. Radni okvir za kvantitativnu i kvalitativnu analizu marketinga zasnovanog na društvenim mrežama i marketinga na tražilicama je dizajniran i implementiran. Ključni identifikatori performansi su potom definirani te je statistička, korelacijska i regresijska analiza provedena s ciljem da se istraže ključni identifikatori performance, njihove sličnosti i različitosti te što utječe na njih. Rezultati su pokazali da postoji značajna razlika između istih ključnih identifikatora performansi za različite brendove, da postoji jaka korelacija između tih identifikatora performansi unutar brendova te su doneseni zaključci koji događaji utječu na koji od identifikatora unutar brenda i koji događaji generalno utječu na pojedine identifikatore.The thesis concentrates on social media marketing, search marketing and their practices used by the top 5 brands in the English Premier League. After an overview of marketing in general and introduction to social media marketing, search marketing and sports industry, English Premier League model was constructed for each of the observed seasons. Analysis framework was designed and implemented for qualitative and quantitative analysis of social media and search marketing in sports industry. Key performance indicators were defined and statistical, correlation and regression analysis was conducted to explore key performance indicators, similarities and differences among them and find out what influences them. Finding have shown that there is significant difference among same key performance indicators for different brands, strong correlation exists among key performance indicators observed in brands, conclusions have been made which features influence which brands key performance indicators, and which features influence individual key performance indicators in general