20.500.12556/DKUM-72896 Vzpostavljanje in krepitev odnosov med ekstremnimi športniki in blagovnimi znamkami z uporabo družbenih omrežij Establishing and strengthening relationships between extreme athlets and brands with the use of social media Športnikov uspeh se je v preteklosti meril samo z rezultati v športni panogi. Danes so rezultati več kot potrebni, vendar ne samo tisti, ki jih dosegajo na igriščih, dirkalnih stezah in velikih tekmovanjih. Predvsem ekstremni športniki morajo na kariero pogledati zelo celostno, če želijo v dokaj nišnih športih uspeti in k sodelovanju pritegniti partnerska podjetja oziroma sponzorje. Ti od ekstremnih športnikov zahtevajo rezultate, katerih posledica je povečanje prodaje, prepoznavnosti in večanje dobičkov. V lovu na te rezultate so pripravljeni vložiti velike finančne napore, če zaznajo, da jim športnik lahko s svojim imenom in storitvami pripomore k doseganju teh ciljev. Seveda imajo prednost ekstremni športniki, ki razumejo področje blagovnih znamk in prednosti, ki jih ob tem dobijo partnerska podjetja. V magistrski nalogi smo izpostavili nekaj kreativnih primerov povezovanja športnikov z blagovnimi znamkami in izpostavili, da so družbena omrežja med pomembnejšimi komunikacijskimi kanali ekstremnih športnikov, saj ta zagotavljajo veliko izpostavljenost tako njim kot tudi partnerskim podjetjem. Izpostavili smo tudi, da podjetja investirajo v ekstremne športnike na podlagi štirih motivov, kot so odnos do okolja, poslovni motiv, poslanstvo in navezovanje stikov s pomembnimi ljudmi, hkrati pa iščejo prepoznavnost in povezave, ki bodo prispevale dragocen in merljiv prispevek v njihovi blagovni znamki. V aplikativnem delu smo raziskali, ali aktivnost ekstremnega športnika poveča interes za sponzorstva oziroma sodelovanja s partnerskimi podjetji. Že v obdobju raziskave smo dobili potrditev, da se je športniku povečala tako medijska vrednost kot tudi interes za sodelovanje s strani podjetij. Z vidika partnerskih podjetij pa smo preverili, kako sodelovanje med ekstremnim športnikom in partnerskim podjetjem vpliva na konkretnem primeru, kjer smo v obdobju dveh mesecev skozi vloge izpostavljali blagovno znamko in v rezultatu raziskave ugotovili, da sta se v obdobju opazovanja prepoznavnost in seznanjenost z blagovno znamko povečali. In the past, athlete's success has been measured only by looking at the results in the individual sports discipline. Today, the results are more than necessary, but not just those that are being achieved on courts, race tracks and at big competitions. Especially extreme athletes have to look at their career in a holistic manner, if they want to succeed at their niche sports, and in getting partnership companies or sponsors to cooperate with them. These companies demand results, because results increase sales, recognisability, as well as increase in profits. In order to achieve these results, the companies are ready to invest large financial resources, so that the athlete can help them by using his name and services. Extreme athletes have an advantage in this area, because they understand the brands, as well as advantages that the partnership companies get with this cooperation. In this master thesis we have presented some of the creative examples of connecting athletes with the brands and stressed that social networks are one of the most important communication channels of extreme athletes, because they ensure that the athletes, as well as the partnership companies are being exposed. We have also stated that companies invest in extreme athletes based on the four motives, such as attitude towards the environment, business motive, athlete’s mission, and networking with important people. The companies also look for recognisability and connections, which represent a valuable and measurable contribution to their brand. In the applied part of the thesis we wanted to establish, if the extreme athlete’s activity increases a chance for possible sponsorship offers or cooperation with partnership companies. During our research, we already confirmed that the athlete’s media value, as well as cooperation of companies has increased. From the partnership companies’ point of view, we wanted to find out, how the cooperation between an extreme athlete and partnership company works. During the period of two months, we exposed the brand through vlogs and in the end established that during that period, the recognition and familiarity with the brand increased. blagovna znamka ekstremni športnik družbena omrežja sponzorstva gradnja blagovne znamke vlog. brand extreme athlete social network sponsorships building a brand vlog. true true false [M. Filipič] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2018-12-08 10:31:08 2019-04-09 13:31:04 2022-08-01 23:38:25 2019-07-11 19:36:35 2018 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 13310492 URN:SI:UM:DK:5ZIUBK3V MAG_Filipic_Marko_2018.pdf MAG_Filipic_Marko_2018.pdf 1 0DBEB17EE9873FE138D804FB5874F336 cfd60850e593a449749253d891ec01383fead814c1e18f49ff4d2573dbf41ed1 89eeb3f6-7c10-11eb-bb7a-00155d0001ca 20.500.12556/dkum/2e2bedb2-957d-4ebd-87fe-e85bb6c703d0 https://dk.um.si/Dokument.php?lang=slv&id=131837 Ekonomsko-poslovna fakulteta 0 0 0