LANGUAGE OF VICTORY AND TOGETHERNESS: A CASE STUDY OF HANDBALL CLUB MRK ČAKOVEC’S SOCIAL MEDIA PRESENCE

Tina Smolković

doi:10.58984/smb2502079s

Authors

Tina Smolković Međimursko veleučilište u Čakovcu, Bana Josipa Jelačića 22a, Čakovec, Croatia Author

DOI:

https://doi.org/10.58984/smb2502079s

Keywords:

digital marketing in sports, fan engagement, language in social media communication

Abstract

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.

Downloads

Download data is not yet available.

References

Alferova, A., (2024): Digital Marketing in Sports: Leveraging Social Media for Fan Engagement, IRE Journals, vol 8, iss. 6., pp. 48-62.

Chaffey, D., Ellis-Chadwick, F. (2016, 6th ed.): Digital Marketing, Pearson, UK.

Dixon, S.J., (2024): Leading social networks by share of visits in Europe 2024, Statista, (available at https://www.statista.com/statistics/1333669/leading-socialnetworks-share-of-visits-europe/).

Eurostat, (2024): Digital society statistics at regional level, (available at https://ec.europa.eu/eurostat/statisticsexplained/index.php?title=Digital_society_statistics_at_regional_level)

Galen, C. (2021): Social Media and Sports, Human Kinetics, USA.

Gandla, R., Vemali, L.K., (2023): Semiotics and Brand Perception: How Symbols and Signs Influence Consumer Behavior, Woxsen University, (available at https:// woxsen.edu.in/research/white-papers/semiotics-and-brand-perception-howsymbols-and-signs-influence-consumer-behavior/).

Hootsuite, (2025): Create engaging and effective social media content, Hootsuite, (available at: https://help.hootsuite.com/hc/en-us/articles/4403597090459-Createengaging-and-effective-social-media-content).

Krajnović, A., Sikirić, D., Hordov, M. (2019): Digitalni marketing - nova era tržišne komunikacije, Sveučilište u Zadru.

Maruševec, L. (2023): Muški rukometni klub Čakovec danas slavi jubilarni 10. rođendan. Međimurske novine, (available at https://www.mnovine.hr/sport/ rukomet/mrk-cakovec-10-rodendan/ ).

McCulloch, G., (2019): Because Internet: Understanding the New Rules of Language, Riverhead Books, New York.

Muški rukometni klub Čakovec, (2025). O nama - MRK Čakovec, (available at https://mrk-cakovec.hr/o-nama/).

Muški rukometni klub Čakovec, (2025). Facebook page, (available at https://www.facebook.com/mrk.cakovec/).

Hrvatski rukometni savez, (2025): Natjecanja, (available at https://hrs.hr/).

Paljug, K. (2025): Social Media: Definition, Importance, Top Websites, and Apps, Investopedia, (available at https://www.investopedia.com/terms/s/social-media.asp)

Ramotion, (2024): Sports Branding: The Ultimate Playbook of a Winning Strategy, Ramotion, (available at https://www.ramotion.com/blog/sports-branding/).

Romero-Jara, E., Solanellas, F., Muñoz, J., López-Carril, S. (2023): Connecting with fans in the digital age: an exploratory and comparative analysis of social media management in top football clubs. Humanities and Social Sciences Communication, 10, nr. 858.

Sambuno, (2023): Using Language in your Marketing to Shape the Thoughts of an Audience, Sambuno, (available at: https://www.sambuno.com/using-language-inyour-marketing-to-shape-the-thoughts-of-your-audience/)

Yu, Z. (2024): The Role of Digital Marketing in Promoting Sports Marketing： Taking the Changes in NBA Marketing Methods as An Example, Highlights in Business Economics and Management, 37, pp. 266-274.