Analýza chování uživatelů sociálních sítí na účtech univerzitního hokeje

Abstract

This bachelor thesis focuses on the analysis of social media user behaviour in the context of university ice hockey. The aim of the thesis is to evaluate the performance of content published on the Instagram accounts of BO Ostrava Vítkovice Steel and Ostravské hokejové derby based on the metrics of reach, number of interactions and engagement rate. The theoretical part defines the issue of sports marketing on social media, the specifics of university sports, online brand management and selected content performance indicators. The practical part is based on a quantitative analysis of a sample of 100 Instagram posts, which were evaluated according to format, content type, thematic category and Instagram account. Based on the results, practical recommendations were formulated to optimize the content strategy of the analysed profiles.