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2021, vol. 52, br. 2, str. 118-131
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Komercijalni aspekti personalnog brendiranja sportista na društvenim mrežama
Commercial aspects of personal branding of athletes on social networks
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.
Abstract
The subject of this paper is the influence of social networks on the personal branding of athletes. The goal is to point out the importance of social networks in the process of personal branding of athletes. A responsible personality marketing management enables athletes to continue their successful careers even after the end of their engagement in sport. Social networks have an increasingly important role in this because they are also a measure of the influence of athletes, which can be quantified by the number of followers on social networks such as Facebook, Twitter, Instagram, etc. Some athletes earn more from their sponsorship agreements and activities on social network sin which they promote a certain brand than from professional contracts and salaries in their clubs. In the context of the topic of this paper, social networks can be viewed in two ways, as a means of improving the image of athletes, and as a tool that athletes use to promote brands. In the first case, the basic outcome is their higher commercial value, while in the second, the commercial effects are reflected in the earnings from brand promotion. This paper shows the connection between social networks, famous athletes, marketing tools applied in personal branding and commercial effects on that basis. The basic assumption that the commercial effects of personal branding of athletes can be successfully realized in the environment of social networks is confirmed.
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