Abstract:

According to brand definition in the literature, Turkey’s sports clubs can be considered as a brand in terms of their great success in football and large fan groups. The trademark is defined as a name symbol or a combination of all, identifying the products of vendors or service providers and differentiating between competitors, and it is considered to be an emotional gain beyond all of this. The sports clubs in Turkey can be considered as a real brand due to their symbols, logos, slogans, communication works and their store chains. This study aims to demonstrate the practice of using social media and communicating with its followers of four sports clubs with the highest number of followers on Facebook and Twitter, according to “boomsocial”s 2018 current data. In this context, quantitative and qualitative content analysis of the social media accounts of Galatasaray, Fenerbahçe, Beşiktaş and Trabzonspor sports clubs, which have the highest number of followers in both social media platforms will be made. Thus, the aim of the clubs to use social media, sharing content and the level of dialogue with their followers will be determined. From this point of view, it will be determined that which of the Grunig and Hunt’s four Public Relations models have seen on sports clubs social media accounts.

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