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Taraftarların Sosyal Medyada Takımlarını Takip Etme Motivasyonlarının Kullanımlar ve Doyumlar Teorisi Bağlamında İncelenmesi: Bir Ölçek Geliştirme Çalışması

Year 2022, , 72 - 93, 25.03.2022
https://doi.org/10.29228/itamder.58033

Abstract

Sosyal medya, spor kulüpleri ve spor tüketicileri olan taraftarlar arasındaki ilişki ve iletişimin şeklini değiştirmiştir. Bu süreçte taraftarların takımlarını sosyal medyada takip etme motivasyon ve alışkanlıklarını anlamak hem araştırmacılar hem de spor uygulamacıları için önemlidir. Literatürde bu motivasyonları tespit etmek için birçok araştırma yapılmasına rağmen, bu çalışmaların birçoğu Batı toplumları üzerinde gerçekleştirilmiştir. Türkiye gibi Doğu toplumlarında taraftarın takımlarını sosyal medyada takip etme motivasyonlarına yönelik sınırlı sayıda araştırma yapılmıştır. Bu çalışmanın amacı, kullanımlar ve doyumlar teorisinden hareketle, Türk taraftarların destekledikleri takımları sosyal medya platformlarında hangi motivasyonlar nedeniyle takip ettiklerini keşfetmeye çalışmaktır. Bu amaç, bir ölçek geliştirme çalışması ile yerine getirilmeye çalışılmıştır. Bunun için, kota örneklem yöntemi kullanılarak taraftarlardan çevrimiçi ortamda veriler toplanmıştır (N = 534; 391 erkek; Ort. = 27.85 yaş, SS = 8.15). Yapılan açımlayıcı faktör analizi sonucunda, toplam 36 madde ve haber ve bilgi, taraftarlık, promosyon, etkileşim ve eğlence olmak üzere beş faktörlük bir yapı ortaya çıkmıştır. Daha sonra gerçekleştirilen doğrulayıcı faktör analizi neticesinde ölçeğin faktör yapısı doğrulanmıştır. Ayrıca, ölçeğin birleşim ve ayrışım geçerliğine sahip olduğu ve içsel tutarlılık ve birleşik güvenirlik açısından ölçümün güvenilir olduğu tespit edilmiştir. Sonuç olarak, bu çalışmanın kültürel bağlamda literatürdeki önemli bir boşluğu doldurması ve spor uygulayıcılarına önemli iç görüler sağlaması beklenmektedir.

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Investigation of Fan’s Motivations to Follow Their Team on Social Media Based on Uses and Gratifications Theory: A Scale Development Study

Year 2022, , 72 - 93, 25.03.2022
https://doi.org/10.29228/itamder.58033

Abstract

Social media has changed the way of relationships and communication between sports clubs and fans who are sports consumers. In this process, it is important for both researchers and sports practitioners to understand the motives and habits of fans to follow their teams on social media. Although many studies have been conducted in the literature to identify these motives, most of these studies have been conducted on the Western population. A limited number of studies have been conducted on supporters' motivations to follow their teams in Eastern populations such as Turkey. This study aims to discover what motivations Turkish fans follow on social media platforms, based on the uses and gratifications theory. This aim was tried to be realized with a scale development study. Data were collected online from the fans (N = 534; 391 male; M = 27.85 years, SD = 8.15) using the quota sampling method. As a result of the exploratory factor analysis, a total of 36 items and a five-factor structure emerged as news and information, fandom, promotion, interaction, and entertainment. Then, the scale's factor structure was confirmed through confirmatory factor analysis. In addition, it has been determined that the scale has convergent and discriminant validity, and the measurement is reliable in terms of internal consistency and composite reliability. In conclusion, this study is expected to fill an important gap in the literature in the cultural context and provide important insights to sports practitioners.

References

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  • Chong, W. Y., Lim, P. K. ve Koay, K. Y. (2020). A validation of a multidimensional cyberloafing scale using partial least squares—Structural equation modelling (PLS-SEM). International Journal of Business Information Systems, 1(1). Doi: 10.1504/IJBIS.2020.10035045
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  • Clavio, G. ve Walsh, P. (2014). Dimensions of social media utilization among college sport fans. Communication & Sport, 2(3), 261-281. Doi: 10.1177/2167479513480355
  • Çelik, F. (2019). Dijital alanda kurumsal spor iletişimi: Spor kulüpleri ve taraftarların sosyal medya kullanımları üzerine araştırma (Doktora Tezi). Selçuk Üniversitesi Sosyal Bilimler Enstitüsü, Konya.
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  • Dash, G. ve Paul, J. (2021). CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting. Technological Forecasting and Social Change, 173, Doi: 10.1016/j.techfore.2021.121092
  • Dhir, A., Talwar, S., Kaur, P., Budhiraja, S. ve Islam, N. (2021). The dark side of social media: Stalking, online self‐disclosure and problematic sleep. International Journal of Consumer Studies, 45(6), 1373-1391. Doi: 10.1111/ijcs.12659
  • Dittmore, S. W., Mccarthy, T. S., Chad, M. ve Clavio, G. (2013). Perceived utility of official university athletic Twitter accounts: The opinions of college athletic administrators. Journal of Issues in Intercollegiate Athletics, 6(1), 285-305.
  • Field, A. P. (2009). Discovering statistics using SPSS: And sex, drugs and rock “n” roll (Third edition). Los Angeles: SAGE Publications.
  • Filo, K., Lock, D. ve Karg, A. (2015). Sport and social media research: A review. Sport Management Review, 18(2), 166-181. Doi: 10.1016/j.smr.2014.11.001
  • Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39. Doi: 10.2307/3151312
  • Frederick, E. L., Clavio, G. E., Burch, L. M. ve Zimmerman, M. H. (2012). Characteristics of users of a mixed- martial-arts blog: A case study of demographics and usage trends. International Journal of Sport Communication, 5(1), 109-125. Doi: 10.1123/ijsc.5.1.109
  • Funk, D. C., Beaton, A. ve Alexandris, K. (2012). Sport consumer motivation: Autonomy and control orientations that regulate fan behaviours. Sport Management Review, 15(3), 355-367. Doi: 10.1016/j.smr.2011.11.001
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  • Gibbs, C., O’Reilly, N. ve Brunette, M. (2014). Professional team sport and Twitter: Gratifications sought and obtained by followers. International Journal of Sport Communication, 7(2), 188-213. Doi: 10.1123/IJSC.2014-0005
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  • Hambrick, M. E., Simmons, J. M., Greenhalgh, G. P. ve Greenwell, T. C. (2010). Understanding professional athletes’ use of Twitter: A content analysis of athlete tweets. International Journal of Sport Communication, 3(4), 454-471. Doi: 10.1123/ijsc.3.4.454
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There are 65 citations in total.

Details

Primary Language Turkish
Journal Section Reviews
Authors

Fatih Çelik This is me 0000-0002-3765-5284

Publication Date March 25, 2022
Submission Date March 1, 2022
Published in Issue Year 2022

Cite

APA Çelik, F. (2022). Taraftarların Sosyal Medyada Takımlarını Takip Etme Motivasyonlarının Kullanımlar ve Doyumlar Teorisi Bağlamında İncelenmesi: Bir Ölçek Geliştirme Çalışması. İletişim Ve Toplum Araştırmaları Dergisi, 2(1), 72-93. https://doi.org/10.29228/itamder.58033

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