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

Authors : Erkan Faruk ŞİRİN, Ali SEVİLMİŞ

Pages : 1-11

Doi:10.15314/tsed.468256

View : 14 | Download : 4

Publication Date : 2019-04-30

Article Type : Research Paper

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 insert ignore into journalissuearticles values(Facebook, Twitter, etc.); in the official web sites of Turkey  and Germany  sport clubs show similarity, instant messaging applications insert ignore into journalissuearticles values(Snapchat);, documents follow system insert ignore into journalissuearticles values(subscribe to RSS); and motion  videos insert ignore into journalissuearticles values(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 insert ignore into journalissuearticles values(answering the questions about, comments about product, etc.);, direct marketing insert ignore into journalissuearticles values(information about filtering detail, cargo information, safe payment, order follow, and product return);, and sale development insert ignore into journalissuearticles values(favorite/ the most sold product, personal product design, seasonal opportunities, etc.);.
Keywords : Internet sites, sports marketing, social media, sport clubs