02910ntm a22004937i 4500 000151297 CZ-PrVSE 20220604071223.0 m d cr n|||||||||| 220604s2022 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Sagl, Dominik ISIS:128428 dis Segmentace esportového publika a její marketingové důsledky eng Segmentation of esports audience and its marketing implications / Dominik Sagl 2022 ?? stran : digital, PDF soubor Vedoucí práce: Jan Mareš Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2022 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2022 This thesis provides a detailed segmentation of the esports audience. From a theoretical view, the study gives a complex overview of esports as a global phenomenon. The practical part focuses on the segmentation in which a survey was conducted gathering 373 responses that were afterwards used in the clustering analysis. The clustering was conducted using a number of clustering methods, and the optimal method was then selected based on statistical and subjective evaluations. K-Means was selected as the optimal approach for creating clusters, which were then examined from an interpretation standpoint. Two clusters were found by K-means which were significantly different based on psychographic, demographic, and behavior data from the survey. These segments were thoroughly explained to provide a comprehensive picture of the clusters. In addition, a series of suggestions that should considerably boost a company's esports success was developed based on the study's findings and theoretical research. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas segmentation esports marketing Mareš, Jan, 1986- vse20201071297 ths Andera, Michal, 1984- xx0218508 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/79164/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/79164 Hlavní práce https://insis.vse.cz/zp/79164/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/79164/posudek/oponent/75336 Oponentura https://insis.vse.cz/zp/79164/podrobnosti dc:identifier NEPOSILAT VSKP vse79164 220601 79164