Öz
The development of technology and the widespread use of the internet by smartphones have played a significant role in the emergence of social media platforms. Social media has become one of the essential tools of daily life in terms of communication. Especially for brands, it is vital to understand users' content and determine marketing communication strategies accordingly. Within the scope of the research, 49258 tweets with the #GSvBJK hashtag, determined for the Galatasaray - Beşiktaş derby match, were examined to understand the fans, one of the crucial stakeholders of sports consumption. R programming language and software named RStudio and a code package named academictwite were used to collect the data. The hashtag and emoji data analysis was performed for the relevant parts. For groups of words, called ngrams, that repeat together, 2-ngrams and 3-ngrams are included in the study. According to the results of the research, it has been concluded that the majority of tweets posted in the derby are composed of illegal broadcasting and illegal betting sites. In addition, the research results are presented by visualizing a word cloud.