Abstract
https://doi.org/10.58984/smb2502079s
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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