Zhodnocení komunikace sportovního klubu na sociálních médiích

Abstract

This bachelor’s thesis focuses on evaluating the effectiveness of communication of the sports club TJ Ostrava KST on social media platforms, specifically Instagram and Facebook. The aim of the thesis is to analyze how the club communicates with its fans, how this communication is perceived, and to identify its strengths and weaknesses. The research is based on a combination of qualitative and quantitative methods. The qualitative part consists of an in-depth interview with the club’s president, while the quantitative part is conducted through a questionnaire survey among fans and followers of the club (n = 122).

The results indicate that the club’s communication is generally perceived positively, particularly in terms of informativeness, timeliness, and professionalism. On the other hand, weaker results were identified in fan engagement and communication related to youth development. The correlation analysis revealed statistically significant relationships between selected dimensions of communication, especially between informativeness, content quality, and perceived professionalism. Based on the findings, recommendations are proposed to enhance interactivity, strengthen communication about youth activities, and expand visually engaging content.