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undergraduate thesis
Marketinška komunikacija fitness industrije na društvenim mrežama
Virovitica: Virovitica University of Applied Sciences, 2023. urn:nbn:hr:165:168534
Torjanac, Ana
Virovitica University of Applied Sciences

Institutional repository: Virovitica University of Applied Sciences Repository

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Torjanac, A. (2023). Marketinška komunikacija fitness industrije na društvenim mrežama (Undergraduate thesis). Virovitica: Virovitica University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:165:168534

Torjanac, Ana. "Marketinška komunikacija fitness industrije na društvenim mrežama." Undergraduate thesis, Virovitica University of Applied Sciences, 2023. https://urn.nsk.hr/urn:nbn:hr:165:168534

Torjanac, Ana. "Marketinška komunikacija fitness industrije na društvenim mrežama." Undergraduate thesis, Virovitica University of Applied Sciences, 2023. https://urn.nsk.hr/urn:nbn:hr:165:168534

Torjanac, A. (2023). 'Marketinška komunikacija fitness industrije na društvenim mrežama', Undergraduate thesis, Virovitica University of Applied Sciences, accessed 08 January 2025, https://urn.nsk.hr/urn:nbn:hr:165:168534

Torjanac A. Marketinška komunikacija fitness industrije na društvenim mrežama [Undergraduate thesis]. Virovitica: Virovitica University of Applied Sciences; 2023 [cited 2025 January 08] Available at: https://urn.nsk.hr/urn:nbn:hr:165:168534

A. Torjanac, "Marketinška komunikacija fitness industrije na društvenim mrežama", Undergraduate thesis, Virovitica University of Applied Sciences, Virovitica, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:165:168534

Metadata
TitleMarketinška komunikacija fitness industrije na društvenim mrežama
Title (english)MARKETING COMMUNICATION OF THE FITNESS INDUSTRY ON SOCIAL MEDIA
AuthorAna Torjanac
MentorZrinka Blažević Bognar (mentor)
GranterVirovitica University of Applied Sciences
Virovitica
Defense date and country2023-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Posljednjih nekoliko godina društvene mreže postale su platforme koje više ne služe samo zabavi, već se na temelju njih može stvoriti posao, dijeliti savjeti i pomoći drugim ljudima. Iz tog razloga, ovaj istraživački rad bavi se marketinškom komunikacijom fitness industrije na društvenim mrežama koja je postala ključna strategija za privlačenje i angažiranje ciljane publike. Fitness industrija koristi različite platforme društvenih mreža kao moćne alate za promociju svojih proizvoda, usluga i brendova. Kroz sadržaj poput inspirativnih treninga, savjeta o prehrani, uspješnih priča korisnika i prezentacija proizvoda, brendovi uspijevaju ostvariti izravnu vezu s potrošačima i grade dublje odnose. Bavljenje trendovima i izazovima na platformama kao što su Instagram, TikTok i YouTube omogućuju brendovima da se istaknu i pridobiju pažnju korisnika. Angažiranje popularnih fitness influencera također je dobra taktika jer omogućuje brendovima da dosegnu veći broj ljudi i stvaraju povjerenje kod publike putem autentičnih preporuka. Uz to, plaćeno oglašavanje može povećati vidljivost sadržaja među ciljanim grupama. Međutim, izazovi uključuju zasićenost sadržajem, brzu promjenu algoritama i tešku konkurenciju. Zbog toga brendovi moraju konstantno inovirati i pratiti promjene kako bi održali relevantnost i angažiranost publike. Kroz kombinaciju kreativnosti, autentičnosti i pravilnog korištenja influencera i plaćenog oglašavanja, brendovi mogu uspješno izgraditi svoju prisutnost, privući nove kupce i održavati odnose s postojećom javnošću. Na temelju navedenih činjenica provedeno je istraživanje koje se odnosi na to koliko je komunikacija fitness industrije na društvenim mrežama važna kako bi privukla ciljanu publiku i uspjela u tome da im promijeni kvalitetu života.
Abstract (english)
In the last few years, social media have become platforms that are no longer just for entertainment, but on the basis of which you can create a business, share advice and help other people. For this reason, the fitness industry's social media marketing communication has become a key strategy for attracting and engaging a target audience. The fitness industry uses various social media platforms as powerful tools to promote their products, services and brands. Through content such as inspirational training sessions, nutrition tips, user success stories and product presentations, brands manage to connect directly with consumers and build deeper relationships. Addressing trends and challenges on platforms such as Instagram, TikTok and YouTube allow brands to stand out and gain the attention of users. Hiring popular fitness influencers is also a good tactic as it allows brands to reach more people and build trust with their audience through authentic endorsements. In addition, paid advertising can increase the visibility of content among target groups. However, challenges include content saturation, rapidly changing algorithms and tough competition. Because of this, brands must constantly innovate and follow changes in order to maintain relevance and audience engagement. Through a combination of creativity, authenticity and proper use of influencers and paid advertising, brands can successfully build their presence, attract new customers and maintain relationships with existing audiences. On the basis of the above facts, a research was conducted that relates to how important the communication of the fitness industry on social networks is in order to attract the target audience and succeed in changing their quality of life
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:165:168534
Study programmeTitle: Professional Undergraduate Study of Entrepreneurship; specializations in: Entrepreneurship of Services, Rural Entrepreneurship, Entrepreneurship
Course: Entrepreneurship
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/ prvostupnica (baccalaureus/ baccalaurea) ekonomije (stručni/a prvostupnik/ prvostupnica (baccalaureus/ baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Embargo expiration date: 2023-09-19
Terms of useLicence In copyright icon
Created on2023-10-19 10:01:43