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

Erkan Faruk Şirin , Ali Sevilmiş

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.).

Keywords

Internet sites, sports marketing, social media, sport clubs

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