The Importance of Creating Digital Brands in Sports

Izdanje: International Scientific Conference on Information Technology and Data Related Research

DOI: 10.15308/Sinteza-2020-246-252

Oblast: Information Technology in Sport and Recreation

Stranice: 246-252

Apstrakt:
The purpose of this paper is to emphasize the importance of developing a digital brand for sports organisations. The use of digital technologies had changed the sports industry. New technologies and fast changing trends demand a deeper understanding of specific sports markets and customer needs, and this work will try to identify those needs. This paper relies on a literature review and theoretical framework related to sports brands and customer behavior. The findings imply that sports organizations and athletes had recognized the benefits of having a strong digital brand, but they still do not exploit the brand attributes’ full potential. They are highly active and present on social media, but there is still a lot of room for improvement when it comes to the use of their digital channels. The conclusions of this paper should bring about a better understanding of digital sports brands and their impact on sport business.
Ključne reči: digital brand, sports brand, fan engagement, social media
Priložene datoteke:
  • 246- 252 ( veličina: 689,1 KB, broj pregleda: 246 )

Preuzimanje citata:

BibTeX format
@article{article,
  author  = {T. Stefanović and S. Alčaković}, 
  title   = {The Importance of Creating Digital Brands in Sports},
  journal = {International Scientific Conference on Information Technology and Data Related Research},
  year    = 2020,
  pages   = {246-252},
  doi     = {10.15308/Sinteza-2020-246-252}
}
RefWorks Tagged format
RT Conference Proceedings
A1 Tamara Stefanović
A1 Slavko Alčaković
T1 The Importance of Creating Digital Brands in Sports
AD Univerzitet Singidunum, Beograd, Beograd, Srbija
YR 2020
NO doi: 10.15308/Sinteza-2020-246-252
Unapred formatirani prikaz citata
T. Stefanović and S. Alčaković, The Importance of Creating Digital Brands in Sports, Univerzitet Singidunum, Beograd, 2020, doi:10.15308/Sinteza-2020-246-252