Journal articles - Sport Mediji i Biznis
All articles: 171
Fotografija i klikbejt naslovi: sredstva onlajn medija u procesu manipulacije čitalaca
Scientific article
Onlajn mediji nemaju samo informativnu ulogu i jedan od ciljeva u sveopštoj komercijalizaciji i borbi za profit je što veći broj poseta određenog sadržaja. Novi mediji, međutim, i dalje imaju imperativ brzine i objavljivanja novih vesti pre konkurencije, bez obzira na to da li će čitaoci (korisnici) da budu predmet manipulacije sadržajem. Osnovna teza u ovom radu jeste to da fotografija u procesu ostvarenja tog zadatka predstavlja moćno sredstvo onlajn medija. Naime, onlajn mediji mogu i koriste fotografiju tako da sugerišu čitaocima da klikom na određeni sadržaj iz oblasti sporta saznaju osnovnu informaciju u novoj vesti (kao i na koga se ona odnosi), a svemu dodatno pomažu tzv. klikbejt naslovi. U cilju dokazivanja teza u ovom radu, obavljeno je istraživanje u formi onlajn upitnika (metod Likertove skale), koje je potvrdilo da onlajn mediji fotografijama i klikbejt naslovima manipulišu čitaocima/ispitanicima.
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Scientific article
The purpose of this article is to examine cycling as a lifestyle, from leisure to competitive levels, with a focus on the effects it has on people's physical and mental health as well as their social connections within communities. The objective is to investigate the health advantages of regular cycling, such as the prevention of chronic illnesses, the increase of cardiorespiratory endurance, and the strengthening of the musculoskeletal system, by means of a review of pertinent research and the literature currently in publication. Both psychological effects—like stress reduction, improved subjective well-being, and boosted self-confidence—and social aspects— like how cycling contributes to the development of sports culture, community, and social capital—are given special consideration. Examples of cycling competitions, such as the Tour de France, are also analyzed as global sporting events that influence the popularization of cycling and its integration into different spheres of social life. The paper seeks to demonstrate how cycling, in all its forms, represents a powerful instrument for promoting an active and healthy lifestyle.
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From thinking to feelling – heuristics in sports media marketing
Scientific article
In this paper, we take a closer look at heuristics, especially the affective and fast decision-making shortcuts that play a role in how consumers select sports media. Our aim is to unravel how different emotional and cognitive shortcuts in the minds of consumers influence their interaction with sports content and advertising. By combining the Psychological Continuum Model, Uses and Gratifications theory, and heuristic processing, we create a comprehensive framework to explore how consumers behave in the sports media world. Such an integrated strategy provides insights for the sports sector, which can contribute to more effective and adequate creation of emotionally compelling and tailored media strategies. By combining theoretical analysis with practical examples, this paper highlights how emotionally impactful messages and straightforward visual signals can boost consumers' brand recall, strengthen loyalty, and sway their purchasing decisions.
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Hand grip strength in 12 years old Children in Serbia – changes over 50 years
Scientific article
Recent epidemiological research indicate that contemporary youth are not as active as they should be. The result of this investigation showed slight increase in muscle strength in hand grip of children in Serbia. Youth in 1962 had slightly lower levels of muscle hand grip strength then their counterparts several decades after. However, average weight showed more significant increase over the same period. Weight of 12 years old youth increased from average of 36.26kg to 50.92kg. The increase of ≈ 15kg, make the increase of more than 40% for this time period. This reise serious concerns toward children trend of muscle strength development and overall health and physical capabilities. There is urgent need for changes in media content and opportunities for recreational and sporting events could motivate kids to get more involved in sports and physical recreation.
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Holistic branding of premium brands – example of the company „Adidas AG“
Scientific article
Adidas is considered one of the most well-known and successful sports brands, which strives for continuous development and progress, evident through frequent innovations and new models, as well as highly original advertising campaigns. The subject of this paper is to present and analyze how the global company Adidas manages its globally renowned brand. The aim of the paper is to prove whether customers believe in the quality of the Adidas brand or not. The methods used include the method of description, analysis and synthesis, method of proof and disproof, as well as statistical methods such as descriptive statistical analysis. The research was conducted with a sample of 125 respondents. Respon-dents expressed their agreement with the statements on a five-point Likert scale. The analysis of the collected data was performed using the statistical package IBM SPSS 21.0. The obtained results indicate a high level of loyalty among the respon-dents to this brand.
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Impact of motoric achievement and dietary habits on students’ cardiovascular endurance
Scientific article
The aim of this study was to identify achievements in motor tests and dietary habits as predictors of cardiovascular endurance among Medical rehabilitation students. The sample included 159 Medical rehabilitation students from Novi Sad, Serbia (37 males, 122 females) who attended physical education classes twice a week. The battery of tests from the applicable protocol and dietary questionnaire was used. The exploratory factor analysis and multiple linear regression were applied. The multiple regression analysis determined a statistically significant relationship between specific motor tests and the Shuttle Run Test (R=0.828, p=0.000), but no significant differences between the factors obtained for dietary and the Shuttle Run Test. The findings highlight the importance of tailored exercise and nutrition plans and education on healthy lifestyles and emphasize the need for further research to support overall health.
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Impact of sports астivities on the social skills with pupils from the secondary school
Scientific article
The aim of the present study is to establish the impact of sports activities on forming social skills with adolescents. The object of the research is 81 students from schools in Sofia - Bulgaria, from the fifth to the seventh grade. The results show that sports activities stimulate the development of collaboration skill.
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Implications of marketing mix elements for consumer purchasing decisions regarding sports equipment
Scientific article
This paper investigates consumer behavior and the primary factors affecting the selection and purchase of sports equipment in the Republic of Serbia, with particular emphasis on the role of sports marketing activities. The study employed a quantitative research design using a structured questionnaire administered to a sample of 112 respondents. The objective was to examine the relative importance of product quality, price, brand image, sponsorship, and promotional activities in shaping consumer purchasing decisions, as well as to assess the influence of demographic characteristics on sports marketing perceptions. The results revealed that 71.4% of respondents identified product quality as the most important factor influencing sports equipment purchasing decisions, while price ranked second (21.4%). Marketing-related activities, including sponsorship, athlete endorsement, influencer marketing, and social media promotion, demonstrated a limited direct influence on consumer purchasing behavior. Television remained the dominant source of sports content, whereas digital platforms and sports influencers exhibited a comparatively weaker impact. Consumer participation in loyalty programs, promotional campaigns, and prize contests was generally low. Significant differences were identified according to gender and region for selected aspects of purchasing behavior, whereas age and monthly income were not significant predictors. These findings provide direct empirical support for the main research hypothesis that product quality represents the dominant purchasing criterion in the Serbian sports equipment market. The study contributes to a better understanding of consumer behavior in sports marketing and highlights the importance of aligning marketing strategies with consumer priorities. The findings suggest that sports organizations and sports equipment manufacturers should prioritize product quality while using sponsorship, digital communication, and promotional activities as complementary tools for strengthening brand visibility and consumer engagement.
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Information management and creation of a sports star’s image on social networks
Scientific article
This paper thematizes the phenomenon of sports stars and the creation of a good reputation from the point of view of network theory, which deals with channels of information and building relationships with target audiences. The focus is on the postmodern understanding of PR, which focuses on "hyperreality" that is created through a proactive relationship with the media, where balanced communication imposes persuasive images that favor the creation of a good sports image, but also a great socially responsible personality. The potential of the new communication model lies in the multimedia, multifunctionality and multi-significance of observing the interests that covertly govern society. The authors emphasize the power of social networks that effectively simulate a close relationship of trust between a sports star (individual) and fans (group), whose primary goal is to achieve, maintain and strengthen the popularity of the athlete. Incorporating the public sphere as an analytical perspective leads to the goal of connecting different publics that mix with competing discourses while keeping attention on the images created by the PR team. What distinguishes parasocial relationships from real ones is that the individual thinks he controls the imaginary communication relationship, while in social relationships the relationship depends on other participants as well. The socio-cultural model of representation is an important element because, thanks to social networks and traditional media channels, it mediates and produces meanings that shape the identity of a sports star, presenting itr to diverse publics as an activist responsible for its community and wider environment.
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Information-controlled society and role of the media: A study of the USA and the Russian Federation
Scientific article
This paper examines the transformation of contemporary networked societies through the emergence of the information-controlled society (ICS). The aim of the study is to conceptualize the notion of the ICS and to comparatively analyze its manifestations in the United States of America and the Russian Federation, with particular emphasis on legal regulation, traditional media structures, and the online public sphere. The research adopts a comparative narrative review design combined with qualitative case study analysis, integrating content analysis of legal and institutional sources with a systematic comparative method. The findings indicate that the United States operates through a hybrid state–market model of information control characterized by advanced technological infrastructure, corporate data exploitation, and normalized surveillance practices, while the Russian Federation relies on a predominantly centralized state-centered model marked by direct political influence over broadcast media and expanding regulatory oversight of the digital sphere. Despite structural differences, both cases demonstrate convergent tendencies toward the consolidation of informational power, increased surveillance capacities, and the gradual erosion of citizens’ autonomy within the public sphere. The study argues that contemporary systems of information control transcend the traditional dichotomy between democratic and authoritarian media models, revealing hybrid mechanisms of governance embedded in global digital infrastructures.
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Infrastructure characteristics as an important factor of sustainable development of sports tourism
Scientific article
This paper analyzes the area of the municipality of Travnik and its position as an important factor for sustainable development of sports tourism. The analysis was done on the entire territory of the municipality of Travnik when it comes to resources related to sports tourism. These analyses are: description method, analysis method, synthesis method, compilation method and comparative method. Municipality of Travnik is primarily reflected in its favorable geographical position, natural characteristics and attractions, and a rich tangible and intangible heritage. It is exactly the central location within Bosnia and Herzegovina that has conditioned Travnik to always be an important part of the interests of all civilizations and peoples who have inhabited the territory of Bosnia and Herzegovina, from prehistoric times to the present day. Thus, today in the Travnik area we have significant tangible remains from the time of the earliest cultures that inhabited these areas: the Neolithic period, ancient period, mediaeval Bosnia, Turkish and Austro-Hungarian period and recent history. Geographical characteristics, size and distribution of the municipality, and specific configuration of the terrain provide a comparative advantage for the municipality of Travnik in tourism through the possibility of developing a large number of specific types of tourism, such as: mountain tourism, cultural tourism, recreational tourism, hunting tourism, gastronomic tourism, and extreme tourism. Therefore, we can say that the shown characteristics are an important factor for a positive impact on the sustainable development of sports tourism. These results can be a guide for a planned sports tourism program, which in addition to sports tourism also includes a recreational type of tourism.
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Scientific article
This paper focuses on the initial steps in preparing a scientific concept out-line, with a particular emphasis on the process of formulating the problem and de-termining the research subject. The aim of the research is to analyze the key steps and strategies that researchers need to apply in this early stage of the research process to ensure clarity, relevance, and feasibility of their research plans. Basic con-cepts and definitions related to problem formulation are explored, emphasizing the importance of accurately identifying the research problem to be investigated. Vari-ous methods and techniques that researchers can use in the process of formulating the problem and determining the research subject are analyzed. Examples of best practices and case studies are presented to illustrate the application of these met-hods in different scientific disciplines.
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Scientific article
Inkluzija i sport su dva posebna fenomena čiji spoj čini da se i putem institucija kao što su sportske ogranizacije omogući učešće u sportskim aktivnostima svim osobama sa invaliditetom, bez obzira na funkcionalnosti. U ovom radu primenjena je teorijska analiza primene inkluzije u sportu, a podaci su dobijeni iz dosadašnjih istraživanja objavljenih u naučnim časopisima iz oblasti društvenih i sportskih nauka, zbornika radova međunarodnih naučnih skupova, referentne literature, kao i iz ličnog iskustva autora ovog rada. Primena osnovnih principa obrazovne i socijalne inkluzije u sportu stvara pozitivno okruženje za napredovanje dece se smetnjama u razvoju i invaliditetom, kao i pozitivan odnos društvene zajednice prema ovoj populaciji.
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Investigation of the attitudes of users of sports tourism on mountian Goč
Scientific article
In this paper, the authors analyze and investigate the relevant facts of the organization and management of sports and recreational tourism in the Goč valley. Today's tourists expect a lot from tourist destinations. So today's tourists are ready to pay more. For this reason, the marketing role must be crucial for sports tourism. Mount Goč in the context of sports tourism explores the potential of Mount Goč as a desti-nation for sports tourism. Goč mountain, located in Serbia, offers a variety of natural beauties and sports opportunities that attract lovers of active vacations. The paper analyzes the geographical location of the mountain and its accessibility, and highlights the proximity of major cities and roads as key advantages for the development of sports tourism based on the opinions of users. The mountain offers various terrains for sports activities, including hiking, cycling, skiing and snowboarding, as well as opportunities for adventure sports such as paragliding and mountain biking. Also, the paper explores the existing sports infrastructure on Goč, including tracks, sports fields and accommodation facilities. The importance of further infrastructure development for attracting sports enthusiasts and tourists is emphasized. Then the competition and demand for sports activities on Mount Goč are analyzed, including a comparison with other mountain destinations in the region. Marketing strategies and promotion of the mountain as a destination for sports tourism are also discussed. Based on all of the above, the paper concludes that Mount Goč has significant potential for the development of sports tourism, but that it is necessary to continuously invest in infrastructure and promotion in order to attract sports fans and tourists and stimulate the economic sustainability of tourism. region through this type of tourism.
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Istraživanja Herte Hercog – preteča teorije koristi i zadovoljstva
Scientific article
Teorija koristi i zadovoljstva predstavlja jednu od ključnih teorija koje su dovele do promene teorijske paradigme o maksimalnim efektima medija na ljude. Teorijsko pitanje „šta mediji rade ljudima?” u okviru ove teorije zamenjeno je pitanjem „šta ljudi rade sa medijima?”, a takođe sa ovom teorijom se uvodi i pojam „aktivne publike”. I sama teorija koristi i zadovoljstva i pojam aktivne publike reaktuelizovani su u eri digitalnih medija i društvenih mreža, upravo zbog interaktivnosti koju omogućavaju korisnicima. Zbog svega navedenog, važno je vratiti se u prošlost, tačnije u četrdesete godine 20. veka i ukazati na pionirska istraživanja Herte Hercog (Herta Herzog) o aktivnoj ulozi medijske publike, koja su bila od velikog značaja za tim okupljen oko Pola Lazarsfelda (Paul Lazarsfeld) i Elihu Kaca (Elihu Katz) prilikom postavljanja temelja teorije koristi i zadovoljstva.
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Language of sports commentaries and how to evaluate IT
Scientific article
Aggression or sportsmanship can be learned and reinforced in many different ways. Multfple reasons, rather than a single one, influence such behaviors. Young athletes need positive, appropriate, and constructive role models to teach and reinforce sportsmanship and moral reasoning. The coach is perhaps the most significant person influencing the amount of aggressive or sportsmanlike behaviors displayed in the competitive sport context. It was reported that nine percent of hockey players (N=166) between the ages of 12 to 13 perceived their coaches as approving of hockey violence. The role of referees has also been identified as a significant factor affecting athletes' subsequent behaviors. The role of sports commentaries and the language used should also be observed in order to classify them into objective, judgmental or historical ones, and to attribute them their vital role in sportsmanship development.
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Scientific article
Social media have become an indispensable part of marketing strategies in sports. In cases of smaller organizations and locaIized popularity of a certain sport, they have come to provide a rather useful and cost-effective tool for reaching desirable audiences, boosting visibility and fostering engagement. The paper focuses on the social media presence of the sports club MRK Čakovec, currently a member of the highest level of handball competition in Croatia. The club uses social media and newsletter campaigns for communicating relevant information, results, updates, and to reach out to the fans. A qualitative case study methodology was employed, i.e. content analysis was used to examine the club’s social media posts as well as fan engagement data, thus providing practical insight into the effects of social media management in sports.
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Marketing of personality and/or sportsmen personal branding
Scientific article
Human brands operate in the same way as brands of products or services. Branding is not used only in products, services or companies. A new trend, named personal branding, is created as an efficient tool which helps in defining who you are, what you stand for, why are you so special, different from majority even when you're part of it and a person who manages to have its "uniqueness" in a particular field of social action financially valorized, becomes a brand. Some athletes earn much more from their sponsorship contracts than from professional contract with their clubs, competitions, etc. What all of them have in common is that they are good in their own branding, ie. they were able to commercialize their success and popularity.
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Scientific article
The aim of this cross-sectional study was to examine the relative contribution of predictors (security, privacy, non-deception, and reliability) in predicting the the variance of website satisfaction criteria, and the impact of consumer satisfaction in the web environment on repurchase intention. The pertinent sample included (N = 260) football players from the Kolubara and Mačva districts (M years = 17.12, SD = 1.05). The Consumers’ perceptions of online ethics and its effects on satisfaction and loyalty scale was used. The predictors of the regression model (security, privacy, satisfaction, and reliability) explained 62% of the total variance of the criterion of consumer satisfaction in the web environment, i.e. 62% criterion variable of repurchase intention due to the influence of the dependent variable of satisfaction, with the maximum contribution to the dependent variable of the Serbian football players sample having the ethical dimension of reliability (β = 0.60; p ≤ 0.01). The interpreted correlation-regression results have theoretical and practical implications that have set the basis for operationalized longitudinal research into the relationships between marketing ethical dimensions and psychological constructs (repurchase intention and consumer satisfaction with websites) in the adolescent football population.
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Media representation of esports culture in Serbia
Scientific article
Through a mixed-methods approach, this paper aims to research the representation of esports culture in Serbian media, specifically focusing on three news sites: Nova, Republika, and Sport Klub. Esports were insufficiently represented through Serbian media, making up less than 0.1% of all sports-related articles in 2023. Sport Klub had the most esports content, while Republika had the least. Nova and Republika had mostly reported on the Serbian esports scene, while Sport Klub had focused on the international. However, there were more articles about the interna-ional esports scene. Popular video games League of Legends and Counter-Strike 2 had received the most media attention (90%), while other esports had an insignificant number of articles (8%). The final 2% were articles that were not related to esports. This research highlights the need for improvement of media reporting on esports, as well as the necessity of a multi-layered journalistic approach towards this growing industry.
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