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Analysis of Social Media Activities - Through the Examination of Handball Clubs Competing at Different Levels
39-53Views:218In Hungary, handball enjoys special attention and support, this is true not only for our country, but also for Europe, and the sport is gaining more and more space worldwide. One of the biggest innovations of the last two decades is certainly social media, which has reformed the basic strategies related to information transfer and traditional marketing activities. The processes of content production on these platforms have radically changed, which every sports club should pay attention to, as they can gain significant advantages in terms of economics, marketing and community building if they are able to communicate well. Three sports clubs competing at different levels were compared during a qualitative study in terms of their social media marketing strategy activities, namely PICK Szeged, Balatonfüredi KSE – BFKA Balatonfüred and DEAC handball team. The basic concept of this research model was built on how the online marketing communication activities of club teams fighting for different professional goals at different levels differ from each other, as well as what are the development opportunities and aspects that can be used as effectively as possible on social media platforms. The handball club teams agreed on several research questions, but a significant difference could also be discovered in one area, in which the professionals responsible for social media disagreed or represented a different point of view. Looking at my results, it can be concluded that behind a successful online marketing strategy there is always serious preparation and planning work, as well as the diversification of content production on different platforms, because the consumer communities of the platforms are also different from each other.
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International Coffee Trade Network Analysis
393-404Views:239Coffee is one of the most consumed beverages in the world. It is the second largest traded commodity after petroleum. It is crucial for the economy and politics of many developing countries, as its cultivation, processing, trade, transportation and distribution create jobs for millions of people. The analysis of network connections and structures became popular in the field of sociology, whereby the term Social Network Analysis (SNA) is derived. The method is well suited for the complex examination and modelling of composite social structures. The social network is defined as a finite set of social actors and the relationships between them. Modelling of complex networks now apply in countless locations, from social media through the pharmaceutical industry to economic and commercial processes. Our study examines changes in international coffee trade through a network analysis. Introducing the complex networks investigate by our, highlighting major changes in international coffee trade.
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Extreme Sports Consumption Implications from a Re-search
135-145Views:752Nowadays, more and more research focuses on recreational sports consumption, its motivational background, the determination of target group characteristics. Extreme sports are becoming more and more prominent in leisure sports and are increasingly represented in competitive sports. In our research, we are dealing with Extreme Sports Consumption, Questionnaires were collected in the form of a Google Survey, an online questionnaire survey, which was divided into groups of people who focused on individuals with a variety of social media and targeted extreme sport interests. Data was processed using IBM SPSS software, basic statistics and correlation analysis. Our results were also graphically illustrated. After data deletion, we processed 167 questionnaires. The results show that men prefer extreme sports. Our study shows that in Hungary, the most popular recreational extreme sports are cross cycling, rock climbing, mountain bike, paintball and skateboarding. Among young people with higher incomes, there is a significantly higher proportion of extreme sports consumption. Because expensive sport thus assumes higher discrepancies in income and higher spending propensity, which is confirmed by our research. The brand selection of sports equipment for young adults with extreme sports is not characterized by extreme sports-specific brands, but by classic market-leading sports brands (Nike, Adidas).
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Examination of Consumer Perception of Web Stores by Netnography in the Period of COVID-19
Views:235Online shopping has become more and more part of our everyday lives, as proved by the fact that in the midst of the economic crisis caused by the coronavirus epidemic, online retailing has grown by more than 30% in Hungary. International research has shown that nearly 90% of consumers take into account the online reviews as much as the recommendations of family or friends before their purchases, digital channels, including Facebook have the greatest impact on their decisions. In our research, in connection with a specific campaign, Black Friday, we examined how actively the highest-traffic stores – having online shops as well - use Facebook to reach and influence the customers. We chose netnography as the method of our research, and we analysed the posts published on the Facebook pages of the five chosen online shops, furthermore, the customer reactions and comments given in connection with the posts. Our results show that three of the five chosen online shops applied Facebook campaigns within the action. By analyzing the comments, they were classifiedinto 5 categories based on satisfaction and trust: satisfied, dissatisfied, interested, trolls, and mute groups.
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Study of the University Electronic Games E-sports League and Its E-sports Players
52-61Views:119E-sports are competitive video games coordinated by different leagues and organisations. E-sports players belong to teams or different managements, which are sponsored by various economic companies and establishment. In the beginning, only offline and then online competitions were organised, and nowadays an offline final takes place in sports halls at the end of an online qualification round. The primary objective of the present research is to study the e-athletes participating in the University Electronic Games (UEG) e-sports competition. In addition to the e-sports players, I consider it important to examine the tournament itself, how the players interviewed rate it and what motivated them to participate again. I conducted an online questionnaire survey among the participants of the three seasons of the UEG online tournament organised by the University of Debrecen. UEG is the largest university e-sport tournament in Hungary in terms of its number of participants, which is why it was selected for the study. The participants in the study are motivated to compete in order to achieve success and enjoy competing to win, for them e-sports is a self-fulfilment. They keep up to date with national e-sports news and competitions through social media and the university mailing system. In general, the participants rate the UEG e-sports championship highly. The organisers need to improve the organisation of the tournament and their preparedness to run a tournament of this size. Their strengths are their helpfulness and their accurate and precise information about the tournament.
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What Image is Conveyed by the Webpages of Hungarian Higher Education Institutions?
355-370Views:90This exploratory study analyses the online higher education marketing practice in Hungary. It examines the homepages of all of the state accredited higher education institutions in Hungary. The selected dimensions of the examination are to measure different aspects of openness expressed by the image published on the homepages to their audience. State vs. non-state financed (and as a sub-category of the latter: church financed) institutions are compared along these dimensions, as well as universities vs. colleges (according to their status both before 2000 and present). The main finding of the research is that there is a statistically significant evidence that the homepages expressed different images for the analysed institution groups. Differentiating signals between state financed institutions vs. non-state financed institutions, as well as between universities vs. colleges were identified: the number of pictures published on the main page, the presence of sliders, the accessibility of the website to people with visual impairment and to non-Hungarian speakers, and the access to social media. State institutions and universities were found to publish a more open image via their homepages than the non-state financed institutions and the colleges.
