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2021, vol. 52, br. 2, str. 118-131
Komercijalni aspekti personalnog brendiranja sportista na društvenim mrežama
aAlfa univerzitet, Fakultet za trgovinu i bankarstvo 'Janićije i Danica Karić', Beograd
bUniverzitet 'Union - Nikola Tesla', Fakultet za poslovne studije i pravo - FPSP, Beograd
cPost of Serbia, Belgrade

e-adresadrddasic@gmail.com, milijanka.ratkovic@fpsp.edu.rs, markopavlovic25101982@gmail.com
Ključne reči: brend; personalno brendiranje; marketing ličnosti; društvene mreže; sportisti; imidž
Sažetak
Predmet ovog rada je uticaj društvenih mreža na personalno brendiranje sportista. Cilj je ukazati na značaj društvenih mreža u procesu personalnog brendiranja sportista. Odgovorno upravljanje marketingom ličnosti omogućuje sportistima da uspešnu karijeru nastave i nakon završetka njihovog angažmana u sportu. Društvene mreže imaju sve važniju ulogu u tome jer one predstavljaju i merilo uticaja sportista, što se može kvantifikovati brojem fanova na društvenim mrežama kao što su Fejsbuk, Tviter, Instagram i dr. Pojedini sportisti više zarade od svojih sponzorskih ugovora i aktivnosti na društvenim mrežama u kojima promovišu određeni brend, nego od profesionalnih ugovora i plata u svojim klubovima. U kontekstu teme ovog rada, društvene mreže možemo posmatrati dvojako, kao sredstvo poboljšanja imidža sportista, i kao alat koji sportisti koriste u cilju promocije brendova. U prvom slučaju, osnovni ishod je njihova veća komercijalna vrednost, dok u drugom komercijalni efekti se ogledaju u zaradi od promovisanja brendova. Ukoliko se uspešno sprovodi, personalno brendiranje uz podršku alata društvenih mreža, povećava prepoznatljivost sportiste čineći ga popularnijim za širu javnost. Navedeno implicira veće komercijalne rezultate ukoliko je imidž sportiste bolji. U radu je pokazana veza između društvenih mreža, poznatih sportista, marketinških alata koji se primenjuju u personalalnom brendiranju i komercijalnih efekata na toj osnovi. Osnova pretpostavka, da se komercijalni efekti ličnog brendiranja sportista mogu uspešno realizovati u okruženju društvenih mreža, je potvrđena.
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O članku

jezik rada: engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/mkng2102118D
objavljen u SCIndeksu: 28.12.2021.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

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