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Bulunduğumuz yüzyılda futbol kitleleri peşinden sürükleyen, farklı kültürlere sahip insanları bir araya getiren bir olgu olarak ortaya çıkmıştır. Futbolun bu birleştirici özelliği ekonomiden siyasete kadar farklı alanlarda söz sahibi insanların ilgisini çekmiştir. Futbol gün geçtikçe büyüyerek finansal açıdan ciddi bir pazar haline gelmiştir. Bu pazarda yer alan ve kendini konumlandırmak isteyen futbol kulüpleri gelirlerini artırmak, kurumsallığını sürdürmek adına marka değerlerini korumak zorundadır. Bunun için sürekli gündemde kalmak ve değişim ve gelişim süreçlerine uyum sağlamak diğer sektörlerdeki şirketler için olduğu gibi futbol kulüpleri için de ön plana çıkmıştır. Teknolojik gelişme ile paralel olarak-özellikle 21.yy’da- kitle iletişim araçlarında çok büyük değişimler meydana gelmiştir. Bu gelişmeler insanların iletişim ve erişim olarak kolayca ulaşabileceği ve kullanabileceği platformların oluşmasına yol açmıştır. Sosyal medya günümüzde bu platformların başında gelmektedir. Sosyal medya sayesinde çok kısa sürede çok sayıda insan ile iletişime geçmek ve onlardan geri bildirim almak ucuz ve kolay bir hale dönüşmüştür. Bu çalışmada Türkiye Süper Liginde mücadele eden köklü takımlarımızdan olan Trabzonspor’un yoğun rekabet ortamında marka değerini korumak için sosyal medya iletişimi sayesinde oluşturduğu etkileşim ile bu renklere gönül veren taraftarların ortaya koyduğu etkileşimin kulübün marka değeri ve bileşenleri üzerinde etkisi araştırılmıştır. Çalışmada SPSS ve AMOS programları kullanılmış, elde edilen bilgiler yapısal eşitlik modeli ile değerlendirilmiş, taraftar merkezli sosyal medya iletişimi ve taraftar merkezli taraftar etkileşiminin takımın marka değerine olumlu etkisi olduğu saptanmıştır.
In this century, football has emerged as a fact that drags masses behind it, brings people together from different cultures. This connective feature of football has excited people's attention who are artbiter in different fields from economy to politics. Football has become a financially important market that gets bigger day by day. The football clubs taking place in this market and desiring to locate themselves have to protect brand value in order to increase their income, continue their corporateness. For this purpose, staying on the agenda and adapting to alteration and improvement processes has come into prominence for football clubs as well as the other sectors. In parallel to technological improvement, especially in the 21st century big changes occurred in mass communication tools. This development has caused new platforms that people can reach and use in terms of communication and access. Social media is the leading in these platforms nowadays. Thanks to social media to communicate lots of people in a short time and get feedback from them has become cheap and easy. In this work, one of the rooted teams Trabzonspor that struggles in Turkey Super League will be studied. It will be researched that Trabzonspor’s interaction thanks to developing by social media communication to protect its brand value in an intense rivalry environment and the interaction of supporters of these colors’ effects on the club’s brand value and components. Research had been determined with Spss and Amos. The information that was obtained with the structural equation model was evaluated and it determined that the fan-centres social media communication and team-centered social media communication are positive effect on the brand value of the team.
In this century, football has emerged as a fact which drags masses behind it, brings people together from different cultures. This connective feature of football has excited people’s attention who are artbiter in different fields from economy to politics. Football has become a financially important market that gets bigger day by day. The football clubs taking place in this market and desiring to locate themselves have to protect brand value in order to increase their income, continue their corporateness. For this purpose, remaining on the agenda and adapting into alteration and improvement processes has come into prominence for football clubs as well as the other sectors. In parallel to technological improvement, especially in 21st century big changes occurred in mass communication tools. This development has caused new platforms that people can reach and use in terms of communication and access. Social media is the leading in these platforms nowadays. Thanks to social media to communicate lots of people in a short time and get feedback from them has become cheap and easy. In this work, one of the rooted teams Trabzonspor that struggles in Turkey Super League will be studied. It will be researched that Trabzonspor’s interaction thanks to develop by social media communication to protect its brand value in an intense rivalry environment and the interaction of supporters of these colors’ effects on the club’s brand value and components. Research had been determined with Spss and Amos. The informations which was obtained with the structural equation model was evaluated and it determined that the fan- centeres social media communication and team-centered social media communication are positively effect on the brand value of the team.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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