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Wie Fußballvereine über TikTok mit ihren Fans kommunizieren. Besonderheiten in der Ansprache der jungen Zielgruppe und Handlungsempfehlungen

Wie Fußballvereine über TikTok mit ihren Fans kommunizieren. Besonderheiten in der Ansprache der jungen Zielgruppe und Handlungsempfehlungen

          
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About the Book

Bachelorarbeit aus dem Jahr 2020 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,7, Georg-Simon-Ohm-Hochschule Nürnberg, Sprache: Deutsch, Abstract: Die Bachelorarbeit beschäftigt sich mit der zielgruppengerechten Kommunikation professioneller Fußballclubs mit jugendlichen Fans - dargestellt am Beispiel von TikTok. Im Rahmen dieser Arbeit werden die Besonderheiten in der Ansprache der jungen Zielgruppe erläutert und im Anschluss auf die Kommunikationsmöglichkeiten der Videoplattform TikTok transferiert. Anhand einer repräsentativen Studie zu den Aktivitäten ausgewählter Bundesligisten auf TikTok, wird der aktuelle Ist-Zustand ermittelt, Handlungsbedarfe erkannt und Empfehlungen ausgesprochen. Die Arbeit gliedert sich in sieben Themenbereiche: Zu Beginn wird an die Thematik durch die Erläuterung der Relevanz hinsichtlich der stark wachsenden Plattform TikTok und den damit entstehenden Potenzialen und Chancen für professionelle Fußballvereine herangeführt. Ein Blick auf den aktuellen Forschungsstand leitet die Relevanz und Zielsetzung der Arbeit ein. Im 2. Kapitel erfolgt die Einordnung der Fanmitgliedschaften als Teil der Rechtevermarktung in die Kommunikation eines professionellen Fußballclubs. Dabei werden zunächst die möglichen Ausgestaltungsformen einer solchen Mitgliedschaft näher betrachtet und im Anschluss die, für die Umsetzung notwendigen, vereinsseitigen Aufgaben herausgestellt. Das Kapitel rundet sich durch die Ermittlung des idealen Zeitpunktes für die Gewinnung neuer Fans ab. Der dritte Teil widmet sich den zielgruppenspezifischen Besonderheiten hinsichtlich der Interessen und Freizeitaktivitäten der Jugendlichen. Ergänzend dazu erfolgt eine Betrachtung des Mediennutzungsverhaltens mit einem anschließenden Transfer auf die Möglichkeiten der Ansprache via Social Media. Das vierte Kapitel liefert einen Überblick über die Konkurrenten der Videoplattform TikTok und stellt ihre individuellen Merkmale heraus


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Product Details
  • ISBN-13: 9783346734495
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 62
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3346734498
  • Publisher Date: 14 Sep 2022
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 91 gr


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Wie Fußballvereine über TikTok mit ihren Fans kommunizieren. Besonderheiten in der Ansprache der jungen Zielgruppe und Handlungsempfehlungen
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Wie Fußballvereine über TikTok mit ihren Fans kommunizieren. Besonderheiten in der Ansprache der jungen Zielgruppe und Handlungsempfehlungen
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