The Use of Digital Media in Equestrian Clubs in Croatia

Abstract

This paper aimed to analyze the use of digital media, and the research was conducted via a web survey sent by e-mail to equestrian clubs in Croatia. Social media has significantly altered the way of communication and the availability of information in all segments of life and work, including horse breeding. Within digital media, an extremely large amount of information is available that is not necessarily relevant and true. To prevent the use of inadequate information, in 60% of equestrian clubs in Croatia, certain persons are responsible for the content. Less than 50% of the respondents follow influencer posts. Furthermore, 90% of the respondents believe that digital media is an excellent tool that can help in the work of equestrian clubs, while 80% of the respondents believe that it is currently underutilized.

Keywords

• equestrian clubs
• digital media
• information exchange