The Effect of Social Media on Sports Marketing: Konyaspor Football Club Case
The Effect of Social Media on Sports Marketing: Konyaspor Football Club Case

Summary/Abstract: Purpose – The objective of this study is to examine the effect of social media on sports marketing. Design/methodology/approach – The data of this research have been collected through questionnaire method. The research population was formed by the followers of the club's social media pages. In this context, there are about 228.000 people who liked the club’s Facebook account; and also there are about 150.000 people following the Twitter account. The club’s population was determined from the number of followers on the Facebook page. 384 questionnaires was distributed to the fans. Statistical Package for Social Science (SPSS) 23.0 was used to analyze the data obtained from the survey. Reliability, Frequency Distribution, Mean Standard Deviation, KMO and Barlett Test, Factor Analysis, Correlation and Regression Analyzes were performed by determining the statistical tests to be used in the data analysis when the data were coded. The Cronbach alpha coefficient was used to determine the reliability of the scales included in the survey form. Findings – According to the findings, there is a positive and significant relationship between getting information from social media channels of Konyaspor Football Club and fans’ consuming behavior tendency. According to the results of the hypothesis tests, there is a positive and significant relationship between “Getting Information, Communication, Sharing with, Perception of Supporter, Spending Time factors and Club Licensed Product Preferences Tendency” factors.

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