Spor Takipçilerinin Facebook ve Instagram'da Spor Kulüpleriyle Etkileşim Kurma Motivasyonu Ölçeğinin Geçerlik-Güvenirlik Çalışması ve Spor Takipçilerinin Çeşitli Değişkenlere Göre İncelenmesi

Yıl 2023, Cilt: 8 Sayı: 2, 119 - 142, 25.12.2023

Pelin Gönkek , Erdinç Demiray , R. Timuçin Gençer

https://doi.org/10.29228/ERISS.35

Öz

Spor yöneticilerinin, sporu takip eden bireylerin istek ve ihtiyaçları doğrultusunda adım atarak rekabet üstünlüğü elde edebilmesi için stratejik hareket etmeleri gerekmektedir. Bu nedenle geniş kitleler tarafından takip edilen sosyal medyadaki spor kulüpleri takipçilerinin motivasyonlarını belirlemek önemlidir. Bu motivasyonların anlaşılması, spor kulüplerindeki yöneticilerin stratejik seçim yaklaşımını (SSY) benimseyerek sosyal medya aracılığıyla rekabet avantajı elde etmelerini kolaylaştırabilir. Bu çalışmanın amacı, Machado, Martins, Ferreira, Silva ve Duarte (2020) tarafından geliştirilmiş olan Facebook ve Instagram’da spor kulüpleri ile etkileşim kurma motivasyonları ölçeğinin Türkçe uyarlama çalışmasını yapmak ve bu motivasyonların çeşitli değişkenlere göre farklılıklarını incelemektir. Bunun yanı sıra spor kulüplerinin Instagram ve Facebook uygulamalarında, SSY benimsemelerini sağlayacak bir perspektif ele alınmıştır. Araştırmaya Facebook ve Instagram uygulamalarında farklı spor kulüplerini takip eden 552 kişi katılmıştır. Ölçeğin Türkçe versiyonundan elde edilen verilere %27’lik alt ve üst gruplar arası ortalama farkına dayalı madde analizi, doğrulayıcı faktör analizi uygulanmış alt boyutlara ilişkin iç tutarlılık katsayıları hesaplanmıştır. Verilerin analizinde SPSS Statistics 28 ve LİSREL 8.51 paket programları kullanılmıştır. Verilerin analizinde çeşitli değişkenler açısından farklılıkların belirlenmesi amacıyla Mann-Whitney U ve Kruskal Wallis-H analizi kullanılmıştır. Araştırmada kullanılan spor takipçilerinin spor kulüpleri ile Facebook ve Instagram uygulamasında etkileşim kurma motivasyonları ölçeğinin Türkçe uyarlama çalışmasından elde edilen bu bulgular sonucunda, ölçeğin geçerli ve güvenilir bir ölçüm aracı olduğu belirlenmiştir. Araştırmaya katılan spor takipçilerinin cinsiyet, yaş, eğitim durumu, spor türü ve Facebook ve Instagram kullanım tercihleri açısından etkileşim kurma motivasyonlarında anlamlı farklılıklar belirlenmiştir. Spor takipçilerinin Facebook ve Instagram uygulamasında ödüllere ilişkin motivasyonlarının benzer şekilde yüksek olduğu, bilgi arama yönündeki motivasyonlarının ise düşük olduğu belirlenmiştir.

Anahtar Kelimeler

Bilgi arama, Ödül, Sosyal medya, Spor yöneticileri, Stratejik seçim yaklaşımı

Validity-Reliability Study of the Motivation Scale for Sports Followers to Interact with Sports Clubs on Facebook and Instagram, and Study of Sports Followers According to Various Variables*

Öz

Individuals who follow sports. Therefore, it has been important to determine the motivations of sports club followers on social media, which are followed by large masses. Understanding these motivations can make it easier for managers in sports clubs to gain a competitive advantage through social media by adopting the strategic choice approach (SCA). This study aims to conduct a Turkish adaptation study of the motivations to interact with sports clubs on Facebook and Instagram scale developed by Machado, Martins, Ferreira, Silva, and Duarte (2020) and to examine the differences between these motivations according to various variables. In addition, a perspective that will enable sports clubs to adopt SCA in their Instagram and Facebook applications has been discussed. 552 people who follow different sports clubs on Facebook and Instagram applications participated in the research. Item analysis and confirmatory factor analysis based on the 27% mean difference between the upper and lower groups were applied to the data obtained from the Turkish version of the scale, and internal consistency coefficients for the sub-dimensions were calculated. SPSS Statistics 28 and LISREL 8.51 package programs were used to analyze the data. In the analysis of the data, Mann-Whitney U and Kruskal Wallis-H analysis were used to determine differences in terms of various variables. As a result of these findings obtained from the Turkish adaptation study of the Sports Followers' Motivation to Interact with Sports Clubs and Facebook and Instagram Applications Scale used in the research, it was determined that the scale is a valid and reliable measurement tool. Significant differences were determined in the interaction motivations of the sports followers participating in the research in terms of gender, age, education level, sport type, and Facebook and Instagram usage preferences. It has been determined that sports followers' motivation for rewards in Facebook and Instagram applications is similarly high, but their motivation for searching for information is low.

Anahtar Kelimeler

Reward, Search for information, Social media, Sport managements, Strategic choice approach

Kaynakça

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