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Relevanz des Social-Media-Auftritts für die Markenstärke von Profifußballern

Relevanz des Social-Media-Auftritts für die Markenstärke von Profifußballern

          
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About the Book

Bachelorarbeit aus dem Jahr 2019 im Fachbereich Gesundheit - Sport - Sportökonomie, Sportmanagement, Note: 2,0, IST-Hochschule für Management, Sprache: Deutsch, Abstract: Die vorliegende Arbeit entstammt der Disziplin des Sportmarketings. Genau wie der Sport selbst hat sich auch das Sportmarketing ständig weiterentwickelt. Aktuelle Entwicklungstendenzen streifen die Themen Internationalisierung, Fanbindung sowie Emotionalisierung und Markenbildung. Letztgenannte werden im Fokus der Untersuchung stehen. Fußballvereine vermarkten sich gezielt als Marke, um das wirtschaftliche Potenzial bestmöglich auszuschöpfen. Dabei hat sich gezeigt, dass sich auch für die Fußballspieler neue Möglichkeiten ergeben, ein gewisses ökonomisches Potenzial zu entwickeln und zu nutzen. Einige sind in Werbespots als Partner anderer Unternehmen zu sehen, andere bringen Produkte unter ihrem Namen auf den Markt. Oder man denke eher klassisch an den Verkauf von Trikots, die mit dem jeweiligen Spielernamen beflockt sind. Gerade vor dem Hintergrund einer nicht ewig dauernden Spielerkarriere, sind dies Bemühungen, um sich unabhängiger vom Sport - auch vom sportlichen Erfolg oder Misserfolg - zu machen. Der Erfolg beziehungsweise die Bedeutung dieser Marken fällt wie auch bei Produktmarken sehr unterschiedlich aus. Es gibt Spielermarken, die höher oder lukrativer einzuschätzen sind als andere, weshalb der Markenwert einer der Kernbegriffe dieser Arbeit sein wird. Wie bereits erwähnt, wollen sich Spielermarken der Öffentlichkeit präsentieren. Neben den klassischen Medien eignen sich hierfür heutzutage vor allem die sozialen Medien (social media), die ganz neue Möglichkeiten für die Darstellung nach außen ermöglicht haben und den anderen Kernbegriff der Arbeit darstellen soll. Fußballspieler wollen sich eine Fanbasis schaffen und mit den Fußballbegeisterten kommunizieren. Entscheidend ist nicht zwingend wieviele Follower derjenige generieren kann, sondern die Qualität der Social-Media-Auftritte. Un


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Product Details
  • ISBN-13: 9783346134110
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 297 mm
  • No of Pages: 84
  • Spine Width: 4 mm
  • Width: 210 mm
  • ISBN-10: 3346134113
  • Publisher Date: 07 Feb 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 222 gr

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Relevanz des Social-Media-Auftritts für die Markenstärke von Profifußballern
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Relevanz des Social-Media-Auftritts für die Markenstärke von Profifußballern
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