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Analysıs of Offıcıal Internet Sıtes of Sport Clubs In Terms of Socıal Medıa and Marketıng Communıcatıon: A Study on Turkısh and German Sport Clubs

Year 2019, Volume: 21 Issue: 1, 1 - 11, 30.04.2019
https://doi.org/10.15314/tsed.468256

Abstract

Becoming
widespread of internet use, advantages web has, compared to traditional
environment, and purchaser tendencies in marketing communication have made web
sites a potential social media communication and marketing tool for sport
clubs. The main aim of this study is to evaluate official internet sites of
soccer clubs of Super League İlhan Cavcav Season and Bundesliga in Germany in
terms of social media communication and marketing communication and reveal the
similarity and difference between both league by means of content analysis
method. Internet site of a total of 36 sport clubs in both leagues were
evaluated. During analysis of the data, MAXQDA qualitative data analysis
software was used. According to the results of the study, while social network
applications (Facebook, Twitter, etc.) in the official web sites of Turkey  and Germany  sport clubs show similarity, instant messaging
applications (Snapchat), documents follow system (subscribe to RSS) and motion  videos (Giphy) or blog accessing tools were
seen to be given place in German clubs. In large majority of German clubs,
while official internet sites include multiple language options, in Turkey,
there is multiple language option in the internet site of a few number of
clubs. In addition, Turkish sport clubs use marketing communication channels in
similar to traditional marketing activities, and there are differences between
the clubs taking place in both leagues in terms of the use of direct
communication with customers through these channels (answering the questions
about, comments about product, etc.), direct marketing (information about
filtering detail, cargo information, safe payment, order follow, and product
return), and sale development (favorite/ the most sold product, personal
product design, seasonal opportunities, etc.).

References

  • Argan M, Katırcı H. Spor Pazarlaması, Nobel Yayınevi, Ankara, 2002.
  • Atalı L, Çoknaz D. Facebook Usage of Turkish Football Federation Spor Toto Super League Sports Clubs. Journal of Erciyes İletişim Akademia, 2014; 3(4), 136-148.
  • Beech J, Chadwick S. The Marketing of Sport, Pearson Education, Harlow, 2008.
  • Beech J, Chadwick S. The Business of Sport Management, 2nd ed., Pearson, Harlow, 2013.
  • Broughton D. (2011), Survey spots social media trends among fans. SportsBusiness Journal, 9.
  • Çavusoglu B, Öztürk G, Kara B. The strategic importance of internet usage as new media tool in the studies of sports marketing: Analysis of sports clubs' websites in Turkey and England. International Journal of Human Sciences, 2011; 8(1), 1343-1363.
  • Digital Age. 2014 Dünya Kupasının 'En'leri , İnforgrafik 2014, Ağustos 2014; 28-29.
  • Ekmekçi R, Berber S, Kutlu Ö. Internet using on sports marketing: Research of marketing activities of turkey football super league teams. Journal of Physical Education and Sport Sciences, 2009; 11(4), 11-20.
  • Fisher E. Social Perspective. Sport Business Journal, 2008; 11(29), 15-23.
  • Hall A, Nichols W, Moynahan P, Taylor J. Media Relations in Sport, second edition, Morgantown, WV, Fitness Information Technology, 2007.
  • Hambrick ME, Kang SJ. Pin It: Exploring how professional sports organizations use pinterest as a communications and relationship marketing tool. Communication & Sport, 2014; 7, 1-24.
  • Havard C, Eddy T, Reams L. Fan perceptions’ toward sport organizations use of online social networking and texting for consumer engagement. 27-29 October, Sport Marketing Association Conference, New Orleans, Louisiana, USA., 2010.
  • Kuyucu M. Social media marketing applications in football industry. The Journal of Academic Social Science, 2014; 2(7), 161-175.
  • Özçaglayan M. Sosyal medya ve futbol. Futbol Gelişim Bülteni, 2012; 6, 63-67.
  • Özgen Ö, Elmasoğlu K. Social media and brand communication: A research towards airlines companies’ usage of Twitter. İletişim Kuram ve Araştırma Dergisi, 2016; 43, 181-202.
  • Pegoraro A. Look Who’s Talking-Athletes on Twitter: A case study. International Journal of Sport Communication, 2010; 3(4), 501-514.
  • Riffe D, Lacy S, Fico F. Analyzing Media Messages: Using Quantitative Content Analysis in Research. 3rd Edition New York, Routledge., 2014.
  • Shockley J. Unfiltered? A Content Analysis of pro Athletes’ ‘Twitter’ Use.” Master in Arts, East Tennessee State University, 2010.
  • Statista. Active social network penetration in selected countries as of January 2017.(2018,0202).https://www.statista.com:https://www.statista.com/statistics/282846/regular -social-networking-usage-penetration-worldwide-by-country/
  • Talimciler A. Futbol değil iş: Endüstriyel futbol. İletişim Kuram ve Araştırma Dergisi, 2008; 26, 89-114.
  • Watkins BA. Social media & sports: An evaluation of the influence of twitter and mobile apps on brand-related consequences (Order No. 3596282). Available from ProQuest Dissertations & Theses Global. (1448872190). Retrieved from http://search.proquest.com/docview/1448872190?accountid=8488, 2013.
  • Williams J, Chinn SJ. Meeting Relationship-Marketing goals through social media: A conceptual model for sport marketers. International Journal of Sport Communication, 2010; 3(4), 422-437.
  • Yıldız K, Özsöy S. Investigation of Spor Toto super league clubs’ official web sites in terms of communication and marketing. Spor Yönetimi ve Bilgi Teknolojileri Dergisi 2013; 8(1).
  • Zikmund WG, Babin BJ, Carr JC, Griffin M. Business Research Methods, 9th Edition, South Western: Cengage Learning, 2013.
  • https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users.
Year 2019, Volume: 21 Issue: 1, 1 - 11, 30.04.2019
https://doi.org/10.15314/tsed.468256

Abstract

References

  • Argan M, Katırcı H. Spor Pazarlaması, Nobel Yayınevi, Ankara, 2002.
  • Atalı L, Çoknaz D. Facebook Usage of Turkish Football Federation Spor Toto Super League Sports Clubs. Journal of Erciyes İletişim Akademia, 2014; 3(4), 136-148.
  • Beech J, Chadwick S. The Marketing of Sport, Pearson Education, Harlow, 2008.
  • Beech J, Chadwick S. The Business of Sport Management, 2nd ed., Pearson, Harlow, 2013.
  • Broughton D. (2011), Survey spots social media trends among fans. SportsBusiness Journal, 9.
  • Çavusoglu B, Öztürk G, Kara B. The strategic importance of internet usage as new media tool in the studies of sports marketing: Analysis of sports clubs' websites in Turkey and England. International Journal of Human Sciences, 2011; 8(1), 1343-1363.
  • Digital Age. 2014 Dünya Kupasının 'En'leri , İnforgrafik 2014, Ağustos 2014; 28-29.
  • Ekmekçi R, Berber S, Kutlu Ö. Internet using on sports marketing: Research of marketing activities of turkey football super league teams. Journal of Physical Education and Sport Sciences, 2009; 11(4), 11-20.
  • Fisher E. Social Perspective. Sport Business Journal, 2008; 11(29), 15-23.
  • Hall A, Nichols W, Moynahan P, Taylor J. Media Relations in Sport, second edition, Morgantown, WV, Fitness Information Technology, 2007.
  • Hambrick ME, Kang SJ. Pin It: Exploring how professional sports organizations use pinterest as a communications and relationship marketing tool. Communication & Sport, 2014; 7, 1-24.
  • Havard C, Eddy T, Reams L. Fan perceptions’ toward sport organizations use of online social networking and texting for consumer engagement. 27-29 October, Sport Marketing Association Conference, New Orleans, Louisiana, USA., 2010.
  • Kuyucu M. Social media marketing applications in football industry. The Journal of Academic Social Science, 2014; 2(7), 161-175.
  • Özçaglayan M. Sosyal medya ve futbol. Futbol Gelişim Bülteni, 2012; 6, 63-67.
  • Özgen Ö, Elmasoğlu K. Social media and brand communication: A research towards airlines companies’ usage of Twitter. İletişim Kuram ve Araştırma Dergisi, 2016; 43, 181-202.
  • Pegoraro A. Look Who’s Talking-Athletes on Twitter: A case study. International Journal of Sport Communication, 2010; 3(4), 501-514.
  • Riffe D, Lacy S, Fico F. Analyzing Media Messages: Using Quantitative Content Analysis in Research. 3rd Edition New York, Routledge., 2014.
  • Shockley J. Unfiltered? A Content Analysis of pro Athletes’ ‘Twitter’ Use.” Master in Arts, East Tennessee State University, 2010.
  • Statista. Active social network penetration in selected countries as of January 2017.(2018,0202).https://www.statista.com:https://www.statista.com/statistics/282846/regular -social-networking-usage-penetration-worldwide-by-country/
  • Talimciler A. Futbol değil iş: Endüstriyel futbol. İletişim Kuram ve Araştırma Dergisi, 2008; 26, 89-114.
  • Watkins BA. Social media & sports: An evaluation of the influence of twitter and mobile apps on brand-related consequences (Order No. 3596282). Available from ProQuest Dissertations & Theses Global. (1448872190). Retrieved from http://search.proquest.com/docview/1448872190?accountid=8488, 2013.
  • Williams J, Chinn SJ. Meeting Relationship-Marketing goals through social media: A conceptual model for sport marketers. International Journal of Sport Communication, 2010; 3(4), 422-437.
  • Yıldız K, Özsöy S. Investigation of Spor Toto super league clubs’ official web sites in terms of communication and marketing. Spor Yönetimi ve Bilgi Teknolojileri Dergisi 2013; 8(1).
  • Zikmund WG, Babin BJ, Carr JC, Griffin M. Business Research Methods, 9th Edition, South Western: Cengage Learning, 2013.
  • https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users.
There are 25 citations in total.

Details

Primary Language English
Subjects Sports Medicine
Journal Section Articles
Authors

Erkan Faruk Şirin

Ali Sevilmiş

Publication Date April 30, 2019
Acceptance Date January 5, 2019
Published in Issue Year 2019 Volume: 21 Issue: 1

Cite

APA Şirin, E. F., & Sevilmiş, A. (2019). Analysıs of Offıcıal Internet Sıtes of Sport Clubs In Terms of Socıal Medıa and Marketıng Communıcatıon: A Study on Turkısh and German Sport Clubs. Turkish Journal of Sport and Exercise, 21(1), 1-11. https://doi.org/10.15314/tsed.468256
AMA Şirin EF, Sevilmiş A. Analysıs of Offıcıal Internet Sıtes of Sport Clubs In Terms of Socıal Medıa and Marketıng Communıcatıon: A Study on Turkısh and German Sport Clubs. Turk J Sport Exe. April 2019;21(1):1-11. doi:10.15314/tsed.468256
Chicago Şirin, Erkan Faruk, and Ali Sevilmiş. “Analysıs of Offıcıal Internet Sıtes of Sport Clubs In Terms of Socıal Medıa and Marketıng Communıcatıon: A Study on Turkısh and German Sport Clubs”. Turkish Journal of Sport and Exercise 21, no. 1 (April 2019): 1-11. https://doi.org/10.15314/tsed.468256.
EndNote Şirin EF, Sevilmiş A (April 1, 2019) Analysıs of Offıcıal Internet Sıtes of Sport Clubs In Terms of Socıal Medıa and Marketıng Communıcatıon: A Study on Turkısh and German Sport Clubs. Turkish Journal of Sport and Exercise 21 1 1–11.
IEEE E. F. Şirin and A. Sevilmiş, “Analysıs of Offıcıal Internet Sıtes of Sport Clubs In Terms of Socıal Medıa and Marketıng Communıcatıon: A Study on Turkısh and German Sport Clubs”, Turk J Sport Exe, vol. 21, no. 1, pp. 1–11, 2019, doi: 10.15314/tsed.468256.
ISNAD Şirin, Erkan Faruk - Sevilmiş, Ali. “Analysıs of Offıcıal Internet Sıtes of Sport Clubs In Terms of Socıal Medıa and Marketıng Communıcatıon: A Study on Turkısh and German Sport Clubs”. Turkish Journal of Sport and Exercise 21/1 (April 2019), 1-11. https://doi.org/10.15314/tsed.468256.
JAMA Şirin EF, Sevilmiş A. Analysıs of Offıcıal Internet Sıtes of Sport Clubs In Terms of Socıal Medıa and Marketıng Communıcatıon: A Study on Turkısh and German Sport Clubs. Turk J Sport Exe. 2019;21:1–11.
MLA Şirin, Erkan Faruk and Ali Sevilmiş. “Analysıs of Offıcıal Internet Sıtes of Sport Clubs In Terms of Socıal Medıa and Marketıng Communıcatıon: A Study on Turkısh and German Sport Clubs”. Turkish Journal of Sport and Exercise, vol. 21, no. 1, 2019, pp. 1-11, doi:10.15314/tsed.468256.
Vancouver Şirin EF, Sevilmiş A. Analysıs of Offıcıal Internet Sıtes of Sport Clubs In Terms of Socıal Medıa and Marketıng Communıcatıon: A Study on Turkısh and German Sport Clubs. Turk J Sport Exe. 2019;21(1):1-11.

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