Social Network as a Marketing Tool of Sports Events

U ovom radu fokus je usmjeren na studiju utjecaja društvenih mreža na promociju sportskog događaja. U ovom radu koji je strukturiran od 4 poglavlja, dane su sve definicije relevantnih pojmova, kao i uvid u sportske događaje, menadžment sportskih događaja, te marketing sportskih događaja s iznimnim naglaskom na društvene mreže. U drugom dijelu fokus je na prezentaciji i analizi rezultata provedenog anketnog istraživanja u sklopu 4 različita sportska događa, gdje je temeljno pitanje bilo usmjereno na sam utjecaj promocije sportskih događaja na posjećenost istih. Sportski događaji u sklopu kojih su provedena anketna istraživanja bile su ženske odbojkaške utakmice kluba OK Daruvar i gostujućih odbojkaških ženskih klubova. Na temelju analize rezultata provedenih anketnih istraživanja, dolazi se do zaključka da promocija putem društvenih mreža doprinosi većoj posjećenosti sportskih događaja, te da rezultira većom posjećenošću mlađih sudionika.In this paper the focus is on the study of the impact of social networks on the promotion of a sporting event. In this work, structured in 4 chapters, all definitions of relevant terms are given, as well as insights into sporting events, sporting events management, and marketing of sporting events with a special emphasis on social networks. In the second part, the focus is on the presentation and analysis of the results of the survey conducted within 4 different sporting events, where the fundamental question was directed at the impact of the promotion of sporting events on their attendance. The sports events under which survey surveys were conducted were women's volleyball matches of the OK Daruvar club and guest volleyball women's clubs. Based on the analysis of the results of survey surveys, it is concluded that promotion through social networks contributes to greater attendance of sporting events and results in greater attendance of younger participants