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Title:Grajenje osebnih blagovnih znamk športnikov na družbenih omrežjih
Authors:ID Brecl, Jerneja (Author)
ID Podhostnik, Peter (Mentor) More about this mentor... New window
Files:.pdf 17442$$Diplomska_naloga_Jerneja_Brecl_Zakljucen_tehnicni_pregled.pdf (991,50 KB)
MD5: DCC73BCD30BD2349E969DACAF7BB46B9
 
Language:Slovenian
Work type:Bachelor thesis/paper
Organization:FUDS - School of advanced social studies
Abstract:V diplomski nalogi smo se osredotočili na raziskovanje vloge družbenih omrežij pri grajenju osebne blagovne znamke športnikov. Sodobna športna industrija od športnikov ne zahteva le vrhunskih dosežkov in rezultatov, temveč tudi aktivno upravljanje svoje javne podobe. Osebna blagovna znamka predstavlja enega izmed ključnih dejavnikov za iskanje in izkoriščanje novih priložnosti tako v športu kot tudi v zasebnem življenju. Cilj raziskave je bil ugotoviti, kako športniki razumejo družbena omrežja, osebno blagovno znamko in kako družbena omrežja uporabljajo za grajenje svoje blagovne znamke. Posebej smo se posvetili vplivu družbenih omrežij na proces gradnje osebne blagovne znamke. Proučili smo razlike v strategijah, ki jih strokovnjaki priporočajo in ki jih športniki uporabljajo. V raziskavi smo uporabili kvalitativno raziskovalno metodo in oblikovali polstrukturirane intervjuje, saj nam je ta metoda omogočila manevrski prostor za poglobitev v izbrano tematiko. V raziskavi je sodelovalo sedem udeležencev, vsi so bili kategorizirani športniki. Intervjuje smo analizirali z vsebinsko analizo. Večina športnikov se zaveda pomena osebne blagovne znamke, vendar pogosto nimajo oblikovane sistematične strategije za njeno grajenje. Ugotovili smo, da športniki, ki so sodelovali v raziskavi, le redko prenašajo svojo osebno blagovno znamko iz digitalnega v fizični svet, čeprav so nekateri že razmišljali o podjetniških priložnostih. Družbena omrežja se izkazujejo kot pomembno orodje za grajenje osebne blagovne znamke športnikov, a zahtevajo premišljeno in načrtovano uporabo. Pomembno je tudi, da športniki svojo blagovno znamko gradijo avtentično, prav tako je dobrodošlo, da v svoje objave vključujejo utrinke iz zasebnega življenja in ne zgolj športne uspehe.
Keywords:Blagovna znamka, osebna blagovna znamka, športniki, družbena omrežja, strategija.
Year of publishing:2026
PID:20.500.12556/ReVIS-14094 New window
Publication date in ReVIS:24.06.2026
Views:39
Downloads:1
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Secondary language

Language:English
Title:Athletes and Personal Brand Building on Social Media
Abstract:In this diploma thesis, we focused on the role of social media in building athletes’ personal brands. The modern sports industry not only requires athletes to achieve top-level performance and results, but also to actively manage their public image. A personal brand represents one of the key factors for identifying and seizing new opportunities, both in sport and in private life. The aim of the research was to determine how athletes understand social media, what personal branding means to them, and how they use social media to build their own brand. Particular attention was given to the impact of social media on the process of building a personal brand. We examined the differences between the strategies recommended by experts and those actually used by athletes. We applied a qualitative research method and designed semi-structured interviews, as this approach gave us the flexibility to explore the topic in greater depth. Seven participants took part in the study, all of them categorised athletes. The interviews were analysed using content analysis. Most athletes are aware of the importance of a personal brand, but they often lack a systematic strategy for building it. We found that the athletes participating in the study rarely transfer their personal brand from the digital to the physical world, although some have already considered entrepreneurial opportunities. Social media has proven to be an important tool for building athletes’ personal brands, but it requires thoughtful and well-planned use. It is also important that athletes build their brand authentically, and it is beneficial if they include glimpses of their personal lives in their posts, not only their sporting achievements.
Keywords:Personal brand, athletes, social media, strategy.


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