Dijital Para Birimi ve Taraftar Tokenları ile Futbolcu Transferinin Kurumsal İtibar ve İmaj Üzerindeki Etkisi: Finansal Değer Oynaklığı ve Pazarlama Stratejileri Bağlamında Bir Analiz

Yıl 2025, Cilt: 24 Sayı: 4, 1897 - 1911, 30.10.2025

Olcay Ölçen , Ahmet Aydın , Begüm Maral

https://doi.org/10.21547/jss.1646207

Öz

Bu çalışmada, futbolcu transferlerinde dijital para birimleri ve taraftar jetonları kullanımının, yenilikçi finansal araçlarda yatırımcı olarak hareket eden yatırımcıların ve taraftarların algıları üzerindeki etkisi araştırılmıştır. Çalışmanın temel amacı, taraftar tokenleri ve dijital para birimi ile yapılan yıldız futbolcu transferlerine ilişkin ampirik verileri analiz etmek ve futbol kulüplerinin kurumsal itibarını ve hedef kitleleri arasındaki olumlu marka algılarını artırmak için stratejik pazarlama önerileri geliştirmektir. Taraftar token getirileri ile ünlü bir futbolcunun transfer günü için detaylı bir vaka çalışması metodolojisi geliştirilmiş ve GARCH (1,1) ve OLS Regresyon yöntemleri kullanılmıştır. Çalışmanın bulguları, futbolcunun önceden var olan itibarına ve imajına bağlı olarak, yüksek profilli futbolcu transferlerinin futbol kulüplerinin hisse senedi getirileri üzerindeki etkisini vurgulamaktadır. Bu bulgular, futbol kulüplerinin transfer sürecinde yeni pazarlama stratejilerine yönelmeleri gerekebileceğine işaret etmektedir. Başarılı ve popüler oyuncu transferlerinin taraftar tokenları ya da dijital para birimi ile yapılacağının duyurulması, kurumsal imaj ve itibar oluşturmaya yönelik profesyonel pazarlama iletişimi çalışmaları ile desteklendiğinde futbol kulübünün finansal değerinin korunmasına katkı sağlayabilir. Çalışmada dijital para birimleri, taraftar tokenleri ve futbolcu transferleri arasındaki etkileşim incelenerek literatüre katkı sağlanması amaçlanmıştır. Dijital araçların futbol ekonomisini ve transfer süreçlerini nasıl değiştirdiğini araştıran çalışma, dijital para birimlerinin ve taraftar tokenlerinin kulüpler ve taraftarlar arasındaki ilişkiyi nasıl dönüştürdüğüne dair önemli bulgular sunmaktadır. Çalışma ayrıca dijital para birimlerinin ve taraftar tokenlerinin finansal etkilerini ve etkili pazarlama iletişiminin yatırımcı ve taraftar algılarını şekillendirmedeki kritik rolünü vurgulamaktadır.

Anahtar Kelimeler

Dijital Para Birimi , Taraftar Tokenları , Kurumsal İmaj , İtibar Yönetimi , Finansal Değer , Pazarlama Stratejileri

The Impact of Football Player Transfers with Digital Currency and Fan Tokens on Corporate Reputation and Image: An Analysis in the Context of Financial Value Volatility and Marketing Strategies

Öz

This study investigates the impact of the use of digital currencies and fan tokens in football player transfers on the perceptions of investors and fans who act as investors in innovative financial instruments. The main purpose of the study is to analyze empirical data on star football player transfers with fan tokens and digital currency and to develop strategic marketing recommendations to increase the corporate reputation of football clubs and positive brand perceptions among their target audiences. A detailed case study methodology is developed for the transfer day of a famous football player with fan token returns and GARCH (1,1) and OLS Regression methods are used. The findings of the study highlight the impact of high-profile football player moves on the stock returns of football clubs, depending on the pre-existing reputation and image of the player. These findings indicate that football clubs might need to turn to new marketing strategies in the transfer process. Announcing that successful and popular player transfers will be made with fan tokens or digital currency can contribute to preserving the financial value of the football club when supported by professional marketing communications efforts to build corporate image and reputation. In the study, it has been aimed to contribute to the literature by examining the interaction between digital currencies, fan tokens and football player transfers. The study investigates how digital instruments have changed the football economy and transfer processes and presents important findings on how digital currencies and fan tokens have transformed the relationship between clubs and fans. The study also highlights the financial implications of digital currencies and fan tokens and the critical role of effective marketing communication in shaping investor and fan perceptions.

Anahtar Kelimeler

Digital Currency , Fan Tokens , Corporate Image , Reputation Management , Financial Value , Marketing Strategies

Etik Beyan

‘The Impact of Football Player Transfers with Digital Currency and Fan Tokens on Corporate Reputation and Image: An Analysis in the Context of Financial Value Volatility and Marketing Strategies’ does not require an ethics committee approval as it is a case study.

Destekleyen Kurum

None.

Kaynakça

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