Analýza komunikace basketbalového klubu na sociálních médiích

Abstract

This bachelor thesis was focused on the analysis of marketing communication of basketball club Opava on social media. The aim of the thesis was to find out whether the marketing communication of the club fulfils its communication goals and how it is perceived by fans and club members. A combination of quantitative and qualitative research was chosen to meet the objective. The quantitative part was collected through an online questionnaire survey among fans, while the qualitative part of the research was conducted through three focus groups with different target groups.

Based on the evaluation of the results, key fan preferences, differences in behaviour by age and specific areas where club communication can be strengthened were identified. Best response was seen for authentic visual content, particularly behind-the-scenes footage and player interviews. The results of the research were used to formulate recommendations aimed at modernising content, working more effectively across platforms and engaging more deeply with the fan community.