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The influence of digital marketing on the communication of football clubs.
No full textRelevance of the topic. Today, the role of marketing is to satisfy the consumer's curiosity through transparent and valuable content (Sawicki, 2016). More than 4 billion people around the world regularly use online services to find their products, entertainment, friends and even romances, and the behavior of customers and the way companies sell their products to both consumers and businesses has changed a lot (Chaffey & Ellis-Chadwick, 2019). As the use of the Internet has grown, so have related activities such as digital marketing. The main difference between traditional and digital marketing is that digital marketing focuses on the customer, offering him a personal message and a response to his request (Ištvanić, Crnjac Milić & Krpić, 2017). Digital marketing is an integral part of the digital business transformation process. It includes new marketing methods based on information and communication technologies. Todor (2015) the study is based on a study by ZenitOptimedia, which shows that internet use has increased significantly over the past five years, while the use of other media has decreased or only slightly increased. The situation is as follows: internet (+105 %.), outdoor advertising (+3%), television (-8%), cinema (-11%), radio (-15%), magazines (-23%), newspapers (-31%). For this reason, its application in practice is a prerequisite for the successful development of business in modern market conditions (Veleva & Tsvetanova, 2020). The problem. Football fans around the world are increasingly communicating with each other on social networks (Parganas et al., 2017), and football clubs, regardless of their degree of professionalism, include a large number of social media/media platforms for their online campaigns (Helleu, 2017). Bagchi, Sreepada (2020) in the survey conducted, respondents expressed their opinion about the social networks of their favorite football club and why they follow the news of the club in them. Especially during the COVID-19 pandemic, the influence of social networks on football has increased. The clubs tried to give interesting and new content to the fans. Some organized social media quizzes, others made videos with a message that the stadium missed the fans (Szczepkowski, 2021). The aim of the study is to analyze the influence of digital marketing on the communication of football clubs in the case of Lithuania. The subject of the study is the influence of digital marketing on the communication of football clubs. The choice of assessing the influence of electronic marketing on the communication of football clubs was determined by the popularity of the sport in the world, the constantly growing sports market and a large fan base. The quantitative research method chosen for the survey is a questionnaire survey. The quantitative study examined the opinions and behavior of fans of Lithuanian football clubs – consumers – related to the applied online marketing tools. In order to assess the influence of digital marketing on the communication of football clubs, literary analysis and empirical research were chosen. The questionnaire was compiled on the basis of Vale & Fernandes (2018) “Social media and sports: driving fan engagement with football clubs on Facebook” research. To obtain a targeted sample of those who responded in the study, paniotto's sample size formula (Bokor et al., 2011) was used to avoid going beyond the 5 percent error. A total of 451 respondents participated in the survey. Results and conclusion. The largest part of football clubs follow with the help of social networks and even note that they monitor the news on a daily basis thanks to social media platforms. All categories of questions were dominated by the influence of social networks on the communication of the football club. From the results of the study, it is noted that clubs use various strategies, but dominate and fans like social networks the most. Their rating from the presented means was the best. In addition, the respondents were quite unanimous in answering the questions of involvement in the activities of the community - they agree that the activities of the supported football club are important to them. The vast majority of the study participants are happy to get involved in the activities of the communities of clubs and organizations, which give them good emotions, relax them, help them escape from the routine and reduce the feeling of loneliness. The vast majority emphasize that they see basic information about the activities of the clubs there. Also on the Internet buys club products (tickets, merchandise), which also shows that digitalization has progressed in the football world. In conclusion, it can be noted that social networks dominated throughout the study, both on the part of football organizations – communication is developed thanks to this tool and from the part of fans – they recognize it as the most effective tool. Keywords: digital marketing in football, football club communication, A League
Recreational 3 × 3 basketball elicits higher heart rate, enjoyment, and physical activity intensities but lower blood lactate and perceived exertion compared to HIIT in active young adults /
No full textThis study aimed to assess and compare the physiological [percentage of maximal heart rate (%HRmax), blood lactate (BLa), creatine kinase (CK)], hormonal (testosterone, cortisol), psychological [rating of perceived exertion (RPE), enjoyment] and physical [percentage of moderate-to-vigorous physical activity (%MVPA) and vigorous activity (%VA)] responses of recreational 3×3 basketball (3×3BB) and high-intensity interval training (HIIT) in active young adults. Twelve apparently healthy male recreational basketball players (age: 23±3 years; body mass: 82±15 kg; stature: 188±15 cm) completed a 3×3BB match and HIIT with similar duration. %HRmax, %MVPA and %VA were monitored during the protocols, while BLa, cortisol, and testosterone were measured before and after each protocol. CK was measured before the protocols and at 24 h, while RPE and enjoyment were assessed at the end of each protocol. 3×3BB elicited higher %HRmax (p 0.05). 3×3BB elicits higher %HRmax, enjoyment, and physical activity intensities but lower BLa and RPE compared to HIIT in active young adults and might be considered as a potentially suitable activity to increase participants’ health status
The effectiveness of mirror therаpy аnd sEMG biofeedbаck neuromusculаr stimulаtion for hаnd function аfter stroke.
No full textReseаrch issue. There is а lаck of reseаrch on which method with biofeedbаck is more effective for hаnd function after stroke: mirror reflection therаpy or functionаl neuromusculаr stimulаtion with electromyogrаphy. Hypothesis: mirror reflection therаpy аnd functionаl stimulаtion hаs the sаme effect on grip stength аnd hаnd muscle force, hаnd dexterity, hаnd function, muscle tone аnd independency аfter stroke. The аim of the study: to аssess the effectiveness of mirror reflection therаpy аnd functionаl stimulаtion for hаnd function аfter stroke. The tаsks of the study: 1. To determine the effectiveness of mirror reflection therаpy for hаnd function аfter stroke. 2. To evаluаte the effectiveness of functionаl stimulаtion for hаnd function аfter stroke. 3. To compаre the effect size of mirror reflection therаpy аnd functionаl stimulаtion for hаnd function аfter stroke. 4. To explore the correlаtion between hаnd grip force, muscle force, muscle tone, hаnd function, hаnd dexterity аnd independency аfter stroke. Study methods: 30 pаrticipаnts were аssigned in to 2 groups: MRT group (n=15) received mirror reflection therаpy, FES group obtаined functionаl stimulаtion. The modified Fugl – Meyer upper extremity test, Bаrthel index for independency, grip force, spаsticity with Modified Аshworth Scаle, mаnuаl muscle testing with Oxford system, Box аnd Block tests were evаluаted аt bаseline аnd аfter treаtment. Results: mirror reflection therаpy аnd functionаl stimulаtion wаs significаntly effective for hаnd function, hаnd muscle аnd grip force, hаnd dexterity аnd independency (p<0,05). Functionаl stimulаtion wаs significаntly effective for muscle tone (p<0,05). Conclusion. Mirror reflection therаpy аnd functionаl neuromusculаr stimulаtion hаs the sаme clinicаlly significаnt effect on hаnd function, hаnd muscle аnd grip force, hаnd dexterity аnd independency, but for muscle tone functionаl neuromusculаr stimulаtion hаs more effect
Testing the functional state of the cardiovascular system using dosed and maximal exercise tasks.
No full textAbstract Keywords – cardiovascular system; heart rate; electrocardiography; discriminant values; mobilization. Research problem – there have been no studies in regard to determine cardiovascular system‘s functional measurements mobilization levels and recovery features while performing dosed and maximal exercise tasks using discriminant values. The aim of the study – to compare cardiovascular system‘s functional measurements mobilization‘s and recovery features while performing dosed and maximal exercise tasks. Tasks: 1. To evaluate of cardiovascular system‘s mobilization level and recovery features while performing dosed and maximal exercise tasks. 2. To compare the absolute and relative indicators shift using ecg methods during the performing of dosed and maximal exercise tasks. 3. To compare the degree of change of the recorded and calculated ecg indicators in assesing recovery of the athlete after physical exertion. Hypothesis – electrocardiography is one of the objective methods of assessing the condition of an athlete. The hyphotesis of this study is that relative assessments of ecg variables may more accurately reflect changes in the functional status of the athlete during exercise and recovery than conventional assessments. Methods. The participants of the study were young, practically healthy and physically active men who were not professional athletes (n=15). The participants underwent a 12-leads ecg recording, with arterial blood pressure measurements during rest and during the performance of ruffier‘s exercise test. A 30 sec. maximum jumping test and a veloergometry submaximal test with increases of 50 watts after every 60 sec. also took in this research. The ecg recording was analyzed for heart rate (HR), JT interval, JT//RR ratio, normalized RR interval’s and QRS’s complex length shift with the use of calculated discriminant values.With data provided by the ecg, the ruffier index was measured using information from the ruffier test. Results. Results obtained during the study revealed that according to the estimates of the Ruffier test, the cardiovascular functional readiness of the young, physically active adult men we studied corresponds to the low level. Conclusion of individual evaluations: excellent readiness – 0% of subjects; good – 26,6% of subjects; average – 26,6%; low – 33,3% and very low – 13,3% of subjects, respectively. The discriminant values used to evaluate the (RR and QRS measurement length) interfaces performing exercise tasks revealed ongoing intense recovery processes while performing the submaximal veloergometry test, p<0.05. Conclusions: Many ECG parameters can be used to assess the functional status of the cardiovascular system, but the mobilisation and recovery of the cardiovascular system after exercise are better reflected by changes in relative parameters. Assessment of dynamic coupling better reflects the residual effects of exercise: reduced discriminant values indicate a strengthened coupling,suggesting that intense recovery processes are ongoing
Hamstring vs. All-Soft-Tissue Quadriceps Tendon Autograft for Anterior Cruciate Ligament Reconstruction in Adolescent Athletes: Early Follow-Up Results of a Prospective Study /
No full textBackground: The quadriceps tendon (QT) autograft has recently drawn attention for anterior cruciate ligament reconstruction (ACLR). Finding the best autograft option for adolescents after an ACL injury is essential to ensure them a high-quality active lifestyle. There are no studies comparing the all-soft-tissue QT autograft with the hamstring tendon (HT) autograft in such population. Methods: In this study, 68 patients younger than 18 years of age were assigned to the HT (38 patients) or the QT (30 patients) ACLR group. The groups were similar, allowing their comparison. The instrumented knee laxity was evaluated with a Genourob arthrometer. In total, 48 patients (27 HT and 21 QT) were tested 3 months post-op, and 45 patients (26 HT and 19 QT) were tested 6 months post-op. Results: We found that 3 months post-op, the side-to-side anterior tibial translation measurements (GNRB1) were worse in the HT than in the QT group (1.4 (0.2–5.2; 1.715) vs. 0.6 (0.1–2.1; 0.905) mm, p = 0.02). There was no difference in side-to-side anterior tibial translation at 6 months post-op (GNRB2) between the HT and the QT group (1 (0.2–5.3; 1.519) vs. 1.1 (0.3–3.4; 1.279) mm, p = 0.927). At 3 months post-op, the side-to-side anterior tibial translation (GNRB1) was worse in males than in females. irrespective of the graft choice (1.45 (0.1–5.2; 1.696) vs. 0.4 (0.1–3.4; 0.89) mm, p = 0.016). The displacement curve slopes 6 months post-op were better for females (3 (0–13.1; 3.335) vs. 5.3 (0–26.1; 7.848), p = 0.014). At 3 months post-op, the GNRB measurements showed that the side-to-side anterior tibial translation (GNRB1) was better for females when the HT autograft had been used (0.45 (0.2–3.4; 0.942) vs. 2.4 (0.3–5.2; 2.333) mm, p = 0.003). In general, both autografts provided excellent objective outcomes at early follow-up. Conclusions: The all-soft-tissue QT autograft should be considered as a reliable alternative for ACLR in adolescents. This autograft has at least the same properties as the HT autograft in the early stages after ACL reconstruction in adolescent athletes and, in some respects, seems superior to the HT autograft. Research should continue to find the best possible graft choice for the most active and willing-to-return-to-sport population
Relationships between weekly changes in salivary hormonal responses and load measures during the pre-season phase in professional male basketball players /
No full textThe aim of this study was to assess the relationships between weekly changes in external and internal load considered separately and jointly and salivary hormonal responses during the pre-season phase in professional male basketball players. Twenty-one professional male basketball players (mean±standard deviation, age: 26.2±4.9 years; height: 198.7±6.7 cm; body mass: 93.2±10.0 kg) were assessed during 5 weeks of the pre-season phase. External load was measured using microsensors and reported as PlayerLoad (PL) and PL/ min. Internal load was calculated using the session rating of perceived exertion scale (sRPE-load), summated heart rate zones (SHRZ) and percentage of maximal heart rate (%HRmax). Salivary hormone responses were monitored weekly by measuring testosterone (T), cortisol (C), and their ratio (T:C). The relationships between weekly changes in load measures considered separately and jointly and hormonal responses were assessed using linear mixed model analysis. No significant (p > 0.05) relationships were evident between weekly changes in T, C or T:C with external and internal load measures considered separately (R2-conditional = < 0.001–0.027) or jointly (R2-conditional = 0.028–0.075). Factors other than measured loads might be responsible for weekly changes in hormonal responses and therefore external and internal load measures cannot be used to anticipate weekly hormonal responses during the pre-season phase in professional basketball players
Physical demands during 3×3 international male and female basketball games are partially impacted by competition phase but not game outcome /
No full textDespite the increased popularity and number of international competitions for 3×3 basketball, the precise physical demands of this sport are not well described. Therefore, this study aimed to quantify the physical demands of 3×3 basketball games according to game outcome and competition phase. Following an observational design, video footage from 27 games were analysed from 104 international 3×3 basketball players (n = 52 male and n = 52 female players) belonging to 26 national teams (n = 13 male and n = 13 female teams) during the 2019 FIBA 3×3 World Cup. Manual frame-by-frame time-motion analyses were conducted to determine the relative frequency (n·min−1) and duration (% of live playing time) for several physical demand variables to make comparisons according to game outcome (win vs. loss) and competition phase (group games vs. finals games). Linear mixed models for repeated measures and effect size analyses revealed non-significant, trivial-small differences in physical demands between games that were won and lost. Regarding competition phase, male players completed more high-intensity activity (sprinting, high-intensity specific movements, and jumping) but spent a greater proportion of playing time jumping and performing recovery activities (standing/ walking) during finals games than group games (P < 0.05, small), while female players performed more low intensity activity (jogging and low-intensity specific movements) during group games than finals games (P < 0.05, small). These findings indicate that the physical capabilities of male and female 3×3 basketball players may not be the determining factor for team success in games and players can mostly maintain activity outputs across phases of tournament play conducted at the highest international standard
The peculiarities of physical literacy assessment in primary school students.
No full textOver the last decade, academics, professionals, and politicians have become increasingly interested in the assessment of children’s and adolescents' physical literacy in physical education. Physical literacy has been measured and quantified as a multidimensional term comprising behavioral, psychological, and physical components. The majority of this research was conducted on children and adolescents in educational settings, emphasizing the importance of this age group in establishing the foundations of physical literacy, which will influence lifetime physical activity, health, and well-being. Since there are no studies in the population of Lithuanian primary school students, evaluating children's physical literacy or the validity and reliability of individual physical literacy assessment instruments, the current overview may be useful in guiding the development of future research in this area in our country. The objective of this study is to review the assessment of physical literacy in primary school children from a theoretical standpoint. Methods: analysis of scientific literature and assessment instruments for physical literacy. Conclusions:1. There is no consensus on the assessment of children's physical literacy. Representatives of the idealistic approach suggest using subjective, qualitative, and interpretive methods to monitor a student’s progress on their individual path to physical literacy. Supporters of the pragmatic approach view physical literacy as the result of practical activities that must be measured and assessed using instruments to evaluate fundamental movement skills, physical fitness, motivation, etc. Physical literacy in primary school students could be assessed across four domains: affective, behavioral, cognitive, and physical. The affective part of the assessment tools for elementary school children is indicated by the child's motivation and self-confidence. The behavioral part is reflected by the child's objective physical activity, subjective physical activity, variety and frequency of physical activities, and participation in physical activities in different places and at different times of the year. The cognitive part is shown by the child's knowledge of physical activity and the benefits of taking part in physical activities, as well as by the child's understanding of how to plan and carry out physical activities. The physical part is demonstrated by physical fitness, movement skills, and self-perceived competence. Keywords: physical literacy, primary school students, assessment
Effect of whole-body vibration frequency on muscle tensile state during graded plantar flexor isometric contractions /
No full textBackground Acute physiological and biomechanical alterations have been reported following whole-body vibration (WBV). Stiffening of muscles has only been anecdotally reported in response to WBV. Accordingly, this study investigated active plantar flexor muscle stiffness in response to a single WBV bout at four mechanical vibration frequencies. Methods Thirteen healthy adults (37.1 ± 14.4 year olds) randomly received WBV in 4 different frequencies (6, 12, 24, and 0Hz control) for 5 min. Shear wave speed (SWS) in longitudinal and transverse projections, architecture, and electric muscle activity were recorded in the medial gastrocnemius (MG) and soleus (SOL) muscle during graded plantar flexor contraction. Subjective rating of perceived muscle stiffness was assessed via Likert-scale. Results SWS of the MG at rest was enhanced in response to 5 min of 24 Hz WBV (p = 0.025), while a small reduction in SOL SWS was found during contraction (p = 0.005) in the longitudinal view. Subjective stiffness rating was increased following 12 Hz intervention. After 24 Hz WBV, pennation angle for MG was decreased (p = 0.011) during contraction. As a secondary finding, plantar flexor strength was significantly increased with each visit, which, however, did not affect the study's main outcome because of balanced sequence allocation. Conclusion SWS effects were solely limited to 24 Hz mechanical vibration and in the longitudinal projection. The observed effects are compatible with an interpretation by post-activation potentiation, warm-up, and force-distribution within the triceps surae muscles following 5 min WBV. The outcome may suggest SWS as a useful tool for assessing acute changes in muscle stiffness
Tinkamos mokymo aplinkos kūrimas tobulinti techninius įgūdžius, sprendimų priėmimus ir atletinį parengtumą krepšinyje.
No full textResearch problem: to determine how small-sided games are important to integrate in basketball training to train as much as possible for basketball matches. Research aim: to determine semi-professional female basketball players training based on small-sided games and league basketball matches, internal/external loads. Objectives: 1. To determine and compare covered distance per minute between official basketball match and on small-sided game based training. 2. To determine and compare hearth rate mean between official basketball match and on small-sided game based training. 3. To determine and compare external load: Acceleration, Deceleration, Change of direction and Jumps between official basketball match and on small-sided game based training. Hypothesis: 1. Training based on small-sided games is very similar to basketball match and that’s why it is very important often to include in weekly training routine for female basketball players. Subject: Participation in this research took ten female basketball players of age 30.5 ±10.9 and height 175.4 ±6.15. Methods: Data collection internal and external loads. Research organization: Five this team’s basketball games and five trainings based on small-sided games were recorded in video and analyzed in detail. Main findings: Results showed that small-sided games show close internal and external loads comparing to official matches and it can be used in team practices in their training sessions. The biggest internal and external load by players in official basketball matches is gathered in quarter number 3. Conclusions: 1. It was determined that three drills out of eight 2x1 basketball on full court, 4x4 basketball on half court and shooting drill makes players to cover bigger distance than in official basketball match and are suitable to use in preparation for the games. 2. It was determined that closest hearth rate mean comparing to the basketball match were found in Pick & Roll with restricted change on defense, Pick & Roll with no restricted change on defense, 4x4 basketball on half court and shooting drill. 3. It was determined that all eight small-sided basketball games show similar or higher acceleration high, deceleration high, change of direction to the right high and change of direction to the left high indicators. P&R with restricted change on defense, P&R with no restricted change on defense, P&R with step out on defense, Basketball with set plays on half court show similar or higher jump high indicator