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USING FACEBOOK AS A SPORT MARKETING TOOL: A CONTENT ANALYSIS ON TURKISH SOCCER CLUBS

Metin ARGAN*, This email address is being protected from spambots. You need JavaScript enabled to view it. Mehpare Tokay ARGAN, This email address is being protected from spambots. You need JavaScript enabled to view it. Hüseyin KÖSE, This email address is being protected from spambots. You need JavaScript enabled to view it. Burak GÖKALP, This email address is being protected from spambots. You need JavaScript enabled to view it.

In sports industry by using social media sports clubs or organizations generate promotional information in the form of blogs, photos and videos prior to their events, organizations or about their licensed products. In this study the purpose is to put forth a descriptive analysis of using Facebook in soccer clubs as a marketing tool and to shed light on quantitative and qualitative studies that might be undertaken in the future. The researchers content analyzed Facebook pages of five popular soccer clubs in Turkish Super League. In the study the researchers analyzed Facebook pages in terms of general features and marketing activities. Then four themes revealed including; Facebook profile information, promotional applications, licensed product applications and news (about game tickets, events and games, sport clubs).

Key words: Marketing, sports marketing, social media, Facebook. 

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