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TARAFTARLARDA SOSYAL KİMLİĞİN SOSYAL MEDYA DAVRANIŞLARINA VE SOSYAL MEDYA KULLANIM MOTİVASYONLARINA ETKİSİ

Year 2021, Volume: 15 Issue: 1, 125 - 140, 13.03.2021

Mine Oyman Nazan Başbozkurt

Abstract

Sosyal medya platformlarının gelişimi ve sosyal medyaya olan ilginin artması nedeniyle spor kulüpleri sosyal medyayı taraftarlarıyla iletişim kurmak için bir araç olarak görmeye başlamışlardır. İşletmeler sosyal medyanın etkileşim özelliği sayesinde tüketicilerin istek ve ihtiyaçlarından kolaylıkla haberdar olabilmektedirler. Futbolun endüstrileşmesinden dolayı spor kulüpleri de şirketleşmeye başlamıştır. Kulüplerin dernek şeklinden şirkete dönüşmeleri ticari bakış açısı kazanmaları gerektiği gerçeğini de ortaya koymuştur. Bu bağlamda artık spor kulüpleri için sportif başarılar kadar hedef kitleleri olan taraftar gruplarını anlamaları ve etkileşim içinde olmaları da önemli hale gelmiştir. Çalışmanın temel amacı, Türkiye’deki futbol taraftarlarının sosyal kimliklerinin ve tuttukları takımla özdeşleşmelerinin sosyal medya kullanım motivasyonlarına ve sosyal medya davranışlarına etkisini ortaya koymaktır. Sosyal kimlik, bireylerde bir gruba ait olma güdüsüyle ortaya çıkan ve bir sosyal rolü beraberinde getiren bir kavramdır. Bireylerin sosyal kimliklerini ortaya koyabilecekleri en etkili araçlardan biri de sosyal medya platformlarıdır. Sosyal medya platformlarının zaman ve yer sınırı olmaksızın etkileşim özelliği sunması taraftarların sosyal rollerini gerçekleştirmesini sağlamaktadır. Literatürde taraftar olmakla edinilen sosyal kimliğin sosyal medya üzerine yansıması ile ilgili çalışmalar sınırlıdır. Araştırmanın sonuçlarının, spor kulüplerine taraftarları hakkında bilgi edinmelerine, sosyal medya stratejileri geliştirmelerine ve spor pazarlaması literatürüne katkı sağlayacağı düşünülmektedir. Bu doğrultuda Facebook ve Twitter platformlarından kolayda örnekleme tekniği ile 1488 katılımcıya ulaşılmıştır. Araştırmada nicel araştırma yönteminin tarama metodu kullanılarak, taraftarların sosyal kimliklerinin ile özdeşleşmelerinin sosyal medya kullanım motivasyonlarına ve sosyal medya davranışlarına etkisi Pearson Korelasyon ve Çoklu Regresyon analizleri aracılığıyla incelenmiştir. Taraftarların medya tüketiminde, sosyal medya kullanım motivasyonları ve sosyal medya davranışlarında taraftar olmakla edindikleri sosyal kimliklerinin etkili olduğu, özdeşleşmenin de sosyal kimlik gibi, taraftarların medya tüketiminde, sosyal medya kullanım motivasyonlarında ve sosyal medya davranışlarında (Facebook içerik tüketimi hariç) etkili olduğu sonucuna ulaşılmıştır.

Keywords

SPOR TARAFTARLIĞI SOSYAL MEDYA SOSYAL KİMLİK ÖZDEŞLEŞME

References

  • 1. Altunışık R., Coşkun R., Bayraktaroğlu S. ve Yıldırım E. (2010). Sosyal bilimlerde araştırma yöntemleri. Sakarya Yayıncılık. Sakarya.
  • 2. Ashforth B. E. ve Mael F. (1989). Social identity theory and the organization. Academy of Management Review. 14(1), 20-39.
  • 3. Ashforth B. E. ve Mael F. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior. 13(2), 103-123.
  • 4. Banerjee S. (2018). Analysis of user-generated comments posted during live matches of the cricket world cup 2015. Online Information Review. 42(7), 1180-1194.
  • 5. Boatwright B. (2013). Interview with Chris Yandle, Assistant Athletic Director of Communications, University of Miami Athletics. International Journal of Sport Communication. 6(4), 388-390.
  • 6. Buzeta C., De Pelsmacker P. ve Dens N. (2020). Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs). Journal of Interactive Marketing. 52, 79-98.
  • 7. Büyüköztürk Ş., Çakmak E. K., Akgün Ö. E., Karadeniz Ş., ve Demirel F. (2018). Bilimsel araştırma yöntemleri. Pegem Akademi. Ankara.
  • 8. Chan-Olmsted S. ve Kwak D. H. (2020). Fantasy Sport Usage and Multiplatform Sport Media Consumption Behaviors. Sport Marketing Quarterly. 29(3), 204-214.
  • 9. Chow W. S. ve Shi S. (2015). Investigating customers' satisfaction with brand pages in social networking sites. Journal of Computer Information Systems. 55(2), 48-58.
  • 10. Clavio G. ve Kian T.M. (2010). Uses and gratifications of a retired female athlete’s Twitter followers. International Journal of Sport Communication. 3(4), 485-500.
  • 11. Clavio G. ve Frederick E. (2014). Sharing is caring: An exploration of motivations for social sharing and locational social media usage among sport fans. Journal of Applied Sport Management. 6(2), 70-85.
  • 12. Günay N. ve Tiryaki Ş. (2003). Spor taraftarı özdeşleşme ölçeğinin (STÖÖ) geçerlik ve güvenirlik çalışması. Spor Bilimleri Dergisi. 14(1), 14-26.
  • 13. Haugh B. R. ve Watkins B. (2016). Tag me, tweet me if you want to reach me: An investigation into how sports fans use social media. International Journal of Sport Communication. 9(3), 278-293.
  • 14. Hopkins J.L. (2013). Engaging Australian rules football fans with social media: a case study. International Journal of Sport Management & Marketing. 13(1-2), 104-121.
  • 15. Hortaçsu N. (2014). Grup içi ve gruplar arası süreçler. İmge Kitabevi. Ankara.
  • 16. Hull K. ve Lewis N. P. (2014). Why Twitter displaces broadcast sports media: A model. International Journal of Sport Communication. 7(1), 16-33.
  • 17. Hunt K. A., Bristol T. ve Bashaw R. E. (1999). A conceptual approach to classifying sports fans. Journal of Services Marketing. 13(6), 439-452.
  • 18. Karasar N. (2014). Araştırmalarda rapor hazırlama. Nobel Yayınları. Ankara.
  • 19. Kitirattarkarn G. P., Araujo T. ve Neijens P. (2019). Challenging traditional culture? How personal and national collectivism-individualism moderates the effects of content characteristics and social relationships on consumer engagement with brand-related user-generated content. Journal of Advertising. 48(2), 197-214.
  • 20. Lianopoulos Y., Theodorakis N. D., Tsigilis N., Gardikiotis A. Ve Koustelios A. (2020). Elevating self-esteem through sport team identification: a study about local and distant sport fans. International Journal of Sports Marketing and Sponsorship. 21(4), 695-718.
  • 21. Mahan J. (2011). Examining the predictors of consumer response to sport marketing via digital social media. Journal of Sport Management & Marketing. 9(3-4), 254-267.
  • 22. Meng M. D., Stavros C. ve Westberg, K. (2015). Engaging fans through social media: implications for team identification. Sport, Business and Management: an international journal. 5(3), 199-217.
  • 23. Mudrick M., Miller M. ve Atkin D. (2016). The influence of social media on fan reactionary behaviors. Telematics and Informatics. 33(4), 896-903.
  • 24. Muntinga D. G., Moorman M. ve Smit E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of advertising. 30(1), 13-46.
  • 25. Pegoraro A., Scott O. ve Burch L. (2017). Strategic use of Facebook to build brand awareness: a case study of two national sport organizations. International Journal of Public Administration in the Digital Age. 4(1), 69-87.
  • 26. Phua J. J. (2010). Sports fans and media use: Influence on sports fan identification and collective self-esteem. International Journal of Sport Communication. 3(2), 190-206.
  • 27. Schubert M. ve Seyffert J. (2017). Fan motives for interacting on social media–the example of the International Table Tennis Federation and Facebook. Current Issues in Sport Science (CISS). 2, 1-11.
  • 28. Shao G. (2009). Understanding the appeal of user-generated media: a uses and gratification perspective. Internet Research. 19(1), 7-25.
  • 29. Stavros C., Meng M. D., Westberg K. ve Farrelly F. (2014). Understanding fan motivation for interacting on social media. Sport Management Review. 17(4), 455-469.
  • 30. Tajfel H. (1982b). Social identity and intergroup relations. Cambridge University Press. New York.
  • 31. Vale L. ve Fernandes T. (2018). Social media and sports: driving fan engagement with football clubs on Facebook. Journal of Strategic Marketing. 26(1), 37-55.
  • 32. Van Dick R., Wagner U., Stellmacher J. ve Christ O. (2004). The utility of a broader conceptualization of organizational identification: Which aspects really matter?. Journal of Occupational and Organizational Psychology. 77(2), 171-191.
  • 33. Van Dijck J., ve Poell T. (2013). Understanding social media logic. Media and communication. 1(1), 2-14.
  • 34. Wakefield K. (2016). Using fan passion to predict attendance, media consumption, and social media behaviors. Journal of Sport Management. 30(3), 229-247.
  • 35. Wann D. L. ve Branscombe N. R. (1993). Sports fans: Measuring degree of identification with their team. International Journal of Sport Psychology. 24(1), 1-17.
  • 36. Watanabe N. M., Pegoraro A., Yan G., ve Shapiro S. L. (2019). Does rivalry matter? An analysis of sport consumer interest on social media. International Journal of Sports Marketing and Sponsorship. 20(4), 646-665.
  • 37. Witkemper C., Lim C. H., ve Waldburger A. (2012). Social media and sports marketing: Examining the motivations and constraints of Twitter users. Sport Marketing Quarterly. 21(3), 170-184.

THE EFFECT OF SOCIAL IDENTITY OF THE FANS ON SOCIAL MEDIA BEHAVIOUR AND MOTIVATION TO USE SOCIAL MEDIA

Year 2021, Volume: 15 Issue: 1, 125 - 140, 13.03.2021

Mine Oyman Nazan Başbozkurt

Abstract

Due to the development of social media platforms and the increasing interest in social media, sports clubs have started to see social media as a tool to communicate with their fans. Businesses can easily be aware of the demands and needs of consumers thanks to the interaction feature of social media. Due to the industrialization of football, sports clubs have also started to be incorporated. The transformation of clubs from an association form to a company has also revealed the fact that they should gain a commercial perspective. In this regard, it has become as important for sports clubs to understand and interact with their target audience as well as their sportive success. The main objective of the study is to reveal the effects of the fans' social identities and their identifications with the club which they support, on their motivation of social media usage and social media behaviours. Social identity is a concept that emerges with the motive of belonging to a group in individuals and brings along a social role. Social media platforms are one of the most effective tools by which individuals can reveal their social identities. The fact that social media platforms offer interaction feature without time and place limits enables the fans to perform their social roles. Studies on the reflection of social identity acquired by being a supporter on social media are limited in the literature. The results of the research are thought to contribute to the sports clubs gaining information about their fans, developing social media strategies, and sports marketing literature. Accordingly, 1488 participants were reached using the convenience sampling technique on Facebook and Twitter platforms. Using the scanning method of the quantitative research method in the study, the effect of the identification of the fans with their social identities on their motivation to use social media and their social media behavior was examined through Pearson Correlation and Multiple Regression analyzes. It has been found that the social identity acquired by being a fan has an impact on their social media usage motivation and social media behavior. Identification, like social identity, has been found to be effective in motivation to use social media and behaviors other than Facebook content consumption.

Keywords

Sports Fanship Social Media Social Identity Identification

References

  • 1. Altunışık R., Coşkun R., Bayraktaroğlu S. ve Yıldırım E. (2010). Sosyal bilimlerde araştırma yöntemleri. Sakarya Yayıncılık. Sakarya.
  • 2. Ashforth B. E. ve Mael F. (1989). Social identity theory and the organization. Academy of Management Review. 14(1), 20-39.
  • 3. Ashforth B. E. ve Mael F. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior. 13(2), 103-123.
  • 4. Banerjee S. (2018). Analysis of user-generated comments posted during live matches of the cricket world cup 2015. Online Information Review. 42(7), 1180-1194.
  • 5. Boatwright B. (2013). Interview with Chris Yandle, Assistant Athletic Director of Communications, University of Miami Athletics. International Journal of Sport Communication. 6(4), 388-390.
  • 6. Buzeta C., De Pelsmacker P. ve Dens N. (2020). Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs). Journal of Interactive Marketing. 52, 79-98.
  • 7. Büyüköztürk Ş., Çakmak E. K., Akgün Ö. E., Karadeniz Ş., ve Demirel F. (2018). Bilimsel araştırma yöntemleri. Pegem Akademi. Ankara.
  • 8. Chan-Olmsted S. ve Kwak D. H. (2020). Fantasy Sport Usage and Multiplatform Sport Media Consumption Behaviors. Sport Marketing Quarterly. 29(3), 204-214.
  • 9. Chow W. S. ve Shi S. (2015). Investigating customers' satisfaction with brand pages in social networking sites. Journal of Computer Information Systems. 55(2), 48-58.
  • 10. Clavio G. ve Kian T.M. (2010). Uses and gratifications of a retired female athlete’s Twitter followers. International Journal of Sport Communication. 3(4), 485-500.
  • 11. Clavio G. ve Frederick E. (2014). Sharing is caring: An exploration of motivations for social sharing and locational social media usage among sport fans. Journal of Applied Sport Management. 6(2), 70-85.
  • 12. Günay N. ve Tiryaki Ş. (2003). Spor taraftarı özdeşleşme ölçeğinin (STÖÖ) geçerlik ve güvenirlik çalışması. Spor Bilimleri Dergisi. 14(1), 14-26.
  • 13. Haugh B. R. ve Watkins B. (2016). Tag me, tweet me if you want to reach me: An investigation into how sports fans use social media. International Journal of Sport Communication. 9(3), 278-293.
  • 14. Hopkins J.L. (2013). Engaging Australian rules football fans with social media: a case study. International Journal of Sport Management & Marketing. 13(1-2), 104-121.
  • 15. Hortaçsu N. (2014). Grup içi ve gruplar arası süreçler. İmge Kitabevi. Ankara.
  • 16. Hull K. ve Lewis N. P. (2014). Why Twitter displaces broadcast sports media: A model. International Journal of Sport Communication. 7(1), 16-33.
  • 17. Hunt K. A., Bristol T. ve Bashaw R. E. (1999). A conceptual approach to classifying sports fans. Journal of Services Marketing. 13(6), 439-452.
  • 18. Karasar N. (2014). Araştırmalarda rapor hazırlama. Nobel Yayınları. Ankara.
  • 19. Kitirattarkarn G. P., Araujo T. ve Neijens P. (2019). Challenging traditional culture? How personal and national collectivism-individualism moderates the effects of content characteristics and social relationships on consumer engagement with brand-related user-generated content. Journal of Advertising. 48(2), 197-214.
  • 20. Lianopoulos Y., Theodorakis N. D., Tsigilis N., Gardikiotis A. Ve Koustelios A. (2020). Elevating self-esteem through sport team identification: a study about local and distant sport fans. International Journal of Sports Marketing and Sponsorship. 21(4), 695-718.
  • 21. Mahan J. (2011). Examining the predictors of consumer response to sport marketing via digital social media. Journal of Sport Management & Marketing. 9(3-4), 254-267.
  • 22. Meng M. D., Stavros C. ve Westberg, K. (2015). Engaging fans through social media: implications for team identification. Sport, Business and Management: an international journal. 5(3), 199-217.
  • 23. Mudrick M., Miller M. ve Atkin D. (2016). The influence of social media on fan reactionary behaviors. Telematics and Informatics. 33(4), 896-903.
  • 24. Muntinga D. G., Moorman M. ve Smit E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of advertising. 30(1), 13-46.
  • 25. Pegoraro A., Scott O. ve Burch L. (2017). Strategic use of Facebook to build brand awareness: a case study of two national sport organizations. International Journal of Public Administration in the Digital Age. 4(1), 69-87.
  • 26. Phua J. J. (2010). Sports fans and media use: Influence on sports fan identification and collective self-esteem. International Journal of Sport Communication. 3(2), 190-206.
  • 27. Schubert M. ve Seyffert J. (2017). Fan motives for interacting on social media–the example of the International Table Tennis Federation and Facebook. Current Issues in Sport Science (CISS). 2, 1-11.
  • 28. Shao G. (2009). Understanding the appeal of user-generated media: a uses and gratification perspective. Internet Research. 19(1), 7-25.
  • 29. Stavros C., Meng M. D., Westberg K. ve Farrelly F. (2014). Understanding fan motivation for interacting on social media. Sport Management Review. 17(4), 455-469.
  • 30. Tajfel H. (1982b). Social identity and intergroup relations. Cambridge University Press. New York.
  • 31. Vale L. ve Fernandes T. (2018). Social media and sports: driving fan engagement with football clubs on Facebook. Journal of Strategic Marketing. 26(1), 37-55.
  • 32. Van Dick R., Wagner U., Stellmacher J. ve Christ O. (2004). The utility of a broader conceptualization of organizational identification: Which aspects really matter?. Journal of Occupational and Organizational Psychology. 77(2), 171-191.
  • 33. Van Dijck J., ve Poell T. (2013). Understanding social media logic. Media and communication. 1(1), 2-14.
  • 34. Wakefield K. (2016). Using fan passion to predict attendance, media consumption, and social media behaviors. Journal of Sport Management. 30(3), 229-247.
  • 35. Wann D. L. ve Branscombe N. R. (1993). Sports fans: Measuring degree of identification with their team. International Journal of Sport Psychology. 24(1), 1-17.
  • 36. Watanabe N. M., Pegoraro A., Yan G., ve Shapiro S. L. (2019). Does rivalry matter? An analysis of sport consumer interest on social media. International Journal of Sports Marketing and Sponsorship. 20(4), 646-665.
  • 37. Witkemper C., Lim C. H., ve Waldburger A. (2012). Social media and sports marketing: Examining the motivations and constraints of Twitter users. Sport Marketing Quarterly. 21(3), 170-184.
There are 37 citations in total.

Details

Primary Language Turkish
Subjects Sports Medicine
Journal Section Research Articles
Authors

Mine Oyman 0000-0001-7655-1376

Nazan Başbozkurt 0000-0002-1211-2662

Publication Date March 13, 2021
Submission Date December 14, 2020
Acceptance Date March 12, 2021
Published in Issue Year 2021 Volume: 15 Issue: 1

Cite

APA Oyman, M., & Başbozkurt, N. (2021). TARAFTARLARDA SOSYAL KİMLİĞİN SOSYAL MEDYA DAVRANIŞLARINA VE SOSYAL MEDYA KULLANIM MOTİVASYONLARINA ETKİSİ. Beden Eğitimi Ve Spor Bilimleri Dergisi, 15(1), 125-140.
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