2026-06-04T21:16:36.511Z http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai

ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai:1:7867 2021-02-01T09:47:49Z 1

THE IMPORTANCE OF CREATING DIGITAL BRANDS IN SPORTS 2020 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/1/7867 http://portal.sinteza.singidunum.ac.rs/paper/754 T. Stefanović S. Alčaković The purpose of this paper is to emphasize the importance of developing a digital brand for sports organisations. The use of digital technologies had changed the sports industry. New technologies and fast changing trends demand a deeper understanding of specific sports markets and customer needs, and this work will try to identify those needs. This paper relies on a literature review and theoretical framework related to sports brands and customer behavior. The findings imply that sports organizations and athletes had recognized the benefits of having a strong digital brand, but they still do not exploit the brand attributes’ full potential. They are highly active and present on social media, but there is still a lot of room for improvement when it comes to the use of their digital channels. The conclusions of this paper should bring about a better understanding of digital sports brands and their impact on sport business. conferenceObject 246 252 10.15308/Sinteza-2020-246-252 SINTEZA 2020, INTERNATIONAL SCIENTIFIC CONFERENCE ON INFORMATION TECHNOLOGY AND DATA RELATED RESEARCH