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Spor Takipçilerinin Facebook ve Instagram'da Spor Kulüpleriyle Etkileşim Kurma Motivasyonu Ölçeğinin Geçerlik-Güvenirlik Çalışması ve Spor Takipçilerinin Çeşitli Değişkenlere Göre İncelenmesi

Yıl 2023, Cilt: 8 Sayı: 2, 119 - 142, 25.12.2023
https://doi.org/10.29228/ERISS.35

Öz

Spor yöneticilerinin, sporu takip eden bireylerin istek ve ihtiyaçları doğrultusunda adım atarak rekabet üstünlüğü elde edebilmesi için stratejik hareket etmeleri gerekmektedir. Bu nedenle geniş kitleler tarafından takip edilen sosyal medyadaki spor kulüpleri takipçilerinin motivasyonlarını belirlemek önemlidir. Bu motivasyonların anlaşılması, spor kulüplerindeki yöneticilerin stratejik seçim yaklaşımını (SSY) benimseyerek sosyal medya aracılığıyla rekabet avantajı elde etmelerini kolaylaştırabilir. Bu çalışmanın amacı, Machado, Martins, Ferreira, Silva ve Duarte (2020) tarafından geliştirilmiş olan Facebook ve Instagram’da spor kulüpleri ile etkileşim kurma motivasyonları ölçeğinin Türkçe uyarlama çalışmasını yapmak ve bu motivasyonların çeşitli değişkenlere göre farklılıklarını incelemektir. Bunun yanı sıra spor kulüplerinin Instagram ve Facebook uygulamalarında, SSY benimsemelerini sağlayacak bir perspektif ele alınmıştır. Araştırmaya Facebook ve Instagram uygulamalarında farklı spor kulüplerini takip eden 552 kişi katılmıştır. Ölçeğin Türkçe versiyonundan elde edilen verilere %27’lik alt ve üst gruplar arası ortalama farkına dayalı madde analizi, doğrulayıcı faktör analizi uygulanmış alt boyutlara ilişkin iç tutarlılık katsayıları hesaplanmıştır. Verilerin analizinde SPSS Statistics 28 ve LİSREL 8.51 paket programları kullanılmıştır. Verilerin analizinde çeşitli değişkenler açısından farklılıkların belirlenmesi amacıyla Mann-Whitney U ve Kruskal Wallis-H analizi kullanılmıştır. Araştırmada kullanılan spor takipçilerinin spor kulüpleri ile Facebook ve Instagram uygulamasında etkileşim kurma motivasyonları ölçeğinin Türkçe uyarlama çalışmasından elde edilen bu bulgular sonucunda, ölçeğin geçerli ve güvenilir bir ölçüm aracı olduğu belirlenmiştir. Araştırmaya katılan spor takipçilerinin cinsiyet, yaş, eğitim durumu, spor türü ve Facebook ve Instagram kullanım tercihleri açısından etkileşim kurma motivasyonlarında anlamlı farklılıklar belirlenmiştir. Spor takipçilerinin Facebook ve Instagram uygulamasında ödüllere ilişkin motivasyonlarının benzer şekilde yüksek olduğu, bilgi arama yönündeki motivasyonlarının ise düşük olduğu belirlenmiştir.

Kaynakça

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  • Annamalai, B., Yoshida, M., Varshney, S., Pathak, A. A., ve Venugopal, P. (2021). Social media content strategy for sport clubs to drive fan engagement. Journal of Retailing and Consumer Services, 62. https://doi.org/10.1016/j.jretconser.2021.102648
  • Ardahan, F. (2013). Bireyleri rekreatif spor etkinliklerine motive eden faktörlerin remm ölçeğini kullanarak çeşitli demografik değişkenlere göre incelenmesi: Antalya örneği. Pamukkale Journal of Sport Sciences, 4(2), 1-15.
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Validity-Reliability Study of the Motivation Scale for Sports Followers to Interact with Sports Clubs on Facebook and Instagram, and Study of Sports Followers According to Various Variables*

Yıl 2023, Cilt: 8 Sayı: 2, 119 - 142, 25.12.2023
https://doi.org/10.29228/ERISS.35

Öz

Individuals who follow sports. Therefore, it has been important to determine the motivations of sports club followers on social media, which are followed by large masses. Understanding these motivations can make it easier for managers in sports clubs to gain a competitive advantage through social media by adopting the strategic choice approach (SCA). This study aims to conduct a Turkish adaptation study of the motivations to interact with sports clubs on Facebook and Instagram scale developed by Machado, Martins, Ferreira, Silva, and Duarte (2020) and to examine the differences between these motivations according to various variables. In addition, a perspective that will enable sports clubs to adopt SCA in their Instagram and Facebook applications has been discussed. 552 people who follow different sports clubs on Facebook and Instagram applications participated in the research. Item analysis and confirmatory factor analysis based on the 27% mean difference between the upper and lower groups were applied to the data obtained from the Turkish version of the scale, and internal consistency coefficients for the sub-dimensions were calculated. SPSS Statistics 28 and LISREL 8.51 package programs were used to analyze the data. In the analysis of the data, Mann-Whitney U and Kruskal Wallis-H analysis were used to determine differences in terms of various variables. As a result of these findings obtained from the Turkish adaptation study of the Sports Followers' Motivation to Interact with Sports Clubs and Facebook and Instagram Applications Scale used in the research, it was determined that the scale is a valid and reliable measurement tool. Significant differences were determined in the interaction motivations of the sports followers participating in the research in terms of gender, age, education level, sport type, and Facebook and Instagram usage preferences. It has been determined that sports followers' motivation for rewards in Facebook and Instagram applications is similarly high, but their motivation for searching for information is low.

Kaynakça

  • Abeza, G. (2023). Social media and sport studies (2014–2023): A critical review. International Journal of Sport Communication, 16(3), 251-261.
  • Akkaya, Ö. ve Zerenler, M. (2017). Sosyal medya ve spor pazarlamasi ilişkisi taraftar tutumlarini belirlemeye yönelik bir araştırma: Beşiktaş spor kulübü örneği. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 22(4), 945-963.
  • Alhabash, S. ve Ma, M. (2017). A tale of four platforms: Motivations and uses of Facebook, Twitter, Instagram, and Snapchat among college students?. Social media+ Society, 3(1). https://doi.org/10.1177/2056305117691544
  • Alpar, R. (2010). Uygulamalı istatistik ve geçerlik-güvenirlik: spor, sağlık ve eğitim bilimlerinden örneklerle. Detay Yayıncılık.
  • Annamalai, B., Yoshida, M., Varshney, S., Pathak, A. A., ve Venugopal, P. (2021). Social media content strategy for sport clubs to drive fan engagement. Journal of Retailing and Consumer Services, 62. https://doi.org/10.1016/j.jretconser.2021.102648
  • Ardahan, F. (2013). Bireyleri rekreatif spor etkinliklerine motive eden faktörlerin remm ölçeğini kullanarak çeşitli demografik değişkenlere göre incelenmesi: Antalya örneği. Pamukkale Journal of Sport Sciences, 4(2), 1-15.
  • Aycan, A., Polat, E. ve Uçan, Y. (2009). Takım özdeşleşme düzeyi ile profesyonel futbol müsabakalarına seyirci olarak katılım kararını etkileyen değişkenler arasındaki ilişkinin incelenmesi. Spormetre Beden Eğitimi ve Spor Bilimleri Dergisi, 7(4), 169-174. https://doi.org/10.1501/Sporm_0000000167
  • Bailey, D. ve Lenihan, H. (2015). A critical reflection on Irish industrial policy: a strategic choice approach. International Journal of the Economics of Business, 22(1), 47-71.
  • Baumgartner, T. A. ve Chung, H. (2001). Confidence limits for intraclass reliability coefficients. Measurement in Physical Education and Exercise Science, 5(3), 179-188. https://doi.org/10.1207/S15327841MPEE0503_4
  • Bentler, P. M. ve Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588.
  • Bonett, D. G. ve Wright, T. A. (2015). Cronbach's alpha reliability: Interval estimation, hypothesis testing, and sample size planning. Journal of Organizational Behavior, 36(1), 3-15.
  • Browne, M.W. ve Cudeck, R. (1993). Alternative ways of assessing model fit. İçinde: Bollen, K.A. ve Long, J.S. (Eds.), Testing structural equation models (pp. 136-162). Beverly Hills, CA: Sage
  • Burke, M. C. (1984). Strategic choice and marketing managers: an examination of business-level marketing objectives. Journal of Marketing Research, 21(4), 345-359.
  • Camillus, J. C., ve Venkatraman, N. (1984). Dimensions of strategic choice. Planning Review, 12(1), 26-31. https://doi.org/10.1108/eb054045
  • Cui, Y., Kangas, J., Holm, J. ve Grassel, G. (2013, April). Front-camera video recordings as emotion responses to mobile photos shared within close-knit groups. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 981-990).
  • Çelik, F. (2022). Taraftarların sosyal medyada takımlarını takip etme motivasyonlarının kullanımlar ve doyumlar teorisi bağlamında incelenmesi: Bir ölçek geliştirme çalışması. İletişim ve Toplum Araştırmaları Dergisi, 2(1), 72-93.
  • Değercan, E. N. (2019). Sosyal medya kullanımına göre spor kulüplerinin kurumsal itibarlarına ilişkin taraftar algısı [Yayınlanmamış doktora tezi].Yıldız Teknik Üniversitesi.
  • Doğan, İ. (2021). Lise Öğrencilerinin Sosyal Medya Kullanım Alışkanlıkları ve Motivasyonları: Bir Saha Araştırması. Karadeniz Sosyal Bilimler Dergisi, 13(24), 253-277.
  • Doyle, J. P., Su, Y. ve Kunkel, T. (2022). Athlete branding via social media: Examining the factors influencing consumer engagement on Instagram. European Sport Management Quarterly, 22(4), 506-526.
  • Effing, R., ve Spil, T. A. (2016). The social strategy cone: Towards a framework for evaluating social media strategies. International Journal of Information Management, 36(1), 1-8.
  • Eren, E. ve Özdemirci, A. (2018). Stratejik Yönetim ve İşletme Politikası. (10. Baskı). İstanbul: Beta Basım.
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  • Gönkek, P., Köksal, A. ve Gençer, R. T. (2022). Adaptation of the motivation scale for athletes’Instagram use to Turkish and examination of athletes’motives regarding demographic characteristics. SPORMETRE Beden Eğitimi ve Spor Bilimleri Dergisi, 20(4), 69-84.
  • Gravetter, J. F. ve Forzano, L. B. (2012). Research methods for the behavioral sciences (4. Baskı). USA: Linda Schreiber-Ganster.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2010). Canonical correlation: A supplement to multivariate data analysis. Multivariate Data Analysis: A Global Perspective, 7th ed.; Pearson Prentice Hall Publishing: Upper Saddle River, NJ, USA.
  • Hasançebi, B., Terzi, Y. ve Küçük, Z. (2020). Madde güçlük indeksi ve madde ayırt edicilik indeksine dayalı çeldirici analizi. Gümüşhane Üniversitesi Fen Bilimleri Dergisi, 10(1), 224-240. https://doi.org/10.17714/gumusfenbil.615465
  • Haugh, B. R. ve Watkins, B. (2016). Tag me, tweet me if you want to reach me: An investigation into how sports fans use social media. International Journal of Sport Communication, 9(3), 278-293.
  • Haynes, S. N., Richard, D. C. S. ve Kubany, E. S. (1995). Content validity in psychological assessment: A functional approach to concepts and methods. Psychological Assessment, 7(3), 238–247. https://doi.org/10.1037/1040-3590.7.3.238
  • Hoye, R., Smith, A. C., Nicholson, M. ve Stewart, B. (2015). Sport management: Principles and applications. Routledge.
  • Hu, L. T. ve Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Kamiloğlu, F. ve Yurttaş, Ö. U. (2014). Sosyal medyanın bilgi edinme ve kişisel gelişim sürecine katkısı ve lise öğrencileri üzerine bir alan çalışması. Galatasaray Üniversitesi İletişim Dergisi, (21), 129-150.
  • Khakee, A. ve Strömberg, K. (1993). Applying futures studies and the strategic choice approach in urban planning. Journal of the Operational Research Society, 44(3), 213-224.
  • Kılınç, U. (2021). Dijital dünyada sosyal medya, benlik sunumu, gözetim-denetim ve riskler arasındaki ilişkiler. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23(4), 1647-1669. https://doi.org/10.16953/deusosbil.968889
  • Kim, Y., Kim, S. ve Kim, Y. M. (2017). Big-five personality and motivations associated with sport team social networking site usage: A cluster analysis approach. Journal of Global Sport Management, 2(4), 250-274.
  • Kline, R.B. (2011). Principles and practice of structural equation modeling. New York: The Guilford Press.
  • Knowles, A. M. ve Lorimer, R. (2014). A case study of an athlete's experience of multiple change-events moving between team and individual sports. Journal of Applied Sport Psychology, 26(2), 197-210. https://doi.org/10.1080/10413200.2013.819393
  • Korda, H. ve Itani, Z. (2013). Harnessing social media for health promotion and behavior change. Health promotion practice, 14(1), 15-23.
  • Lai, F. ve Luo, X. (2019). Social Commerce and Social Media:: Behaviors in the New Service Economy.
  • Lami, I. M. ve Todella, E. (2023). A multi-methodological combination of the strategic choice approach and the Analytic Network Process: From facts to values and vice versa. European Journal of Operational Research, 307(2), 802-812.
  • Laurell, C. ve Sandström, C. (2017). The sharing economy in social media: Analyzing tensions between market and non-market logics. Technological Forecasting and Social Change, 125, 58-65.
  • Li, B., Dittmore, S. W., Scott, O. K., Lo, W. J. ve Stokowski, S. (2019). Why we follow: Examining motivational differences in following sport organizations on Twitter and Weibo. Sport Management Review, 22(3), 335-347.
  • Liang, J. ve Gong, Y. (2017). Human resource development investment in Chinese private firms: Strategic choice and institutional perspectives. Management and Organization Review, 13(1), 57-83.
  • López-Carril, S., Escamilla-Fajardo, P., González-Serrano, M. H., Ratten, V. ve González-García, R. J. (2020). The rise of social media in sport: A bibliometric analysis. International journal of innovation and technology management, 17(06), 2050041.
  • Lupinek, J. M. (2019). Tracing the ABC’s of brand community. International Journal of Sports Marketing and Sponsorship, 20(2), 291-306.
  • Machado, J. C., Martins, C. C., Ferreira, F. C., Silva, S. C. ve Duarte, P. A. (2020). Motives to engage with sports brands on Facebook and Instagram–The case of a Portuguese football club. International Journal of Sports Marketing and Sponsorship, 21(2), 325-349.
  • Machado, J. C., Vacas-de-Carvalho, L., Azar, S. L., André, A. R. ve Dos Santos, B. P. (2019). Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love. Journal of Business Research, 96, 376-385. https://doi.org/10.1016/j.jbusres.2018.07.016
  • Mao, J. (2014). Social media for learning: A mixed methods study on high school students’ technology affordances and perspectives. Computers in Human Behavior, 33, 213-223. https://doi.org/10.1016/j.chb.2014.01.002
  • Martins, C. ve Patrício, L. (2018). Company social networks: customer communities or supplementary services?. Journal of Services Marketing. Vol. 32 No. 4, pp. 443-461. https://doi.org/10.1108/JSM-07-2016-0250 McCarthy, J., Rowley, J. ve Keegan, B. J. (2022). Social media marketing strategy in English football clubs. Soccer & Society, 23(4-5), 513-528. https://doi.org/10.1080/14660970.2022.2059872
  • Menon, D. (2022). Factors influencing Instagram Reels usage behaviours: An examination of motives, contextual age and narcissism. Telematics and Informatics Reports, 5, 100007.
  • Mudrick, M., Miller, M. ve Atkin, D. (2016). The influence of social media on fan reactionary behaviors. Telematics and Informatics, 33(4), 896-903.
  • Nutt, P. C. (2002). Making strategic choices. Journal of Management Studies, 39(1), 67-96.
  • Obar, J.A. and Wildman, S. (2015). Social media definition and the governance challenge: An introduction to the special issue. Telecommunications Policy, 39(9), 745-750. http://dx.doi.org/10.2139/ssrn.2663153
  • O'Hara, K. P., Massimi, M., Harper, R., Rubens, S. ve Morris, J. (2014, February). Everyday dwelling with WhatsApp. In Proceedings of the 17th ACM conference on Computer supported cooperative work & social computing (pp. 1131-1143). https://doi.org/10.1145/2531602.2531679
  • Okmeydan, C. K. (2018). Marka olarak spor kulüplerinin sosyal medya kullanımı: Türk spor kulüpleri üzerine bir araştırma. The Journal of International Scientific Researches, 3(4), 98-110. https://doi.org/10.23834/isrjournal.475592
  • Polat, E., Sönmezoğlu, U., Yıldız, K. ve Çoknaz, D. (2019). Futbol taraftarlarının takım imajı, takım sadakati ve takımla özdeşleşme düzeylerinin belirlenmesi. International Journal of Sport Exercise and Training Sciences-IJSETS, 5(3), 143-153. https://doi.org/10.18826/useeabd.592699
  • Redaelli, L. (2018). Investigating the effects of vividness of consumer generated online content on company reputation and purchase ıntention during a crisis situation. [Unpublished master’s dissertation]. Tilburg University.
  • Rossi, M., Thrassou, A. ve Vrontis, D. (2013). Football performance and strategic choices in Italy and beyond. International Journal of Organizational Analysis, 21(4), 546-564. https://doi.org/10.1108/IJOA-04-2013-0659
  • Samur, S. (2021). The effects of web-based technologies on marketing activities of professional sports clubs. Journal of Educational Issues, 7(1), 546-564.
  • Schermelleh-Engel, K., Moosbrugger, H. ve Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Simsek, A., Elciyar, K.. ve Kizilhan, T. (2019). A comparative study on social media addiction of high school and university students. Contemporary Educational Technology, 10(2), 106-119. https://doi.org/10.30935/cet.554452
  • Statista. (2023). Most popular social networks worldwide as of January 2023, ranked by number of monthly active users (İn Millions). 22 Eylül 2023, https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
  • Stavros, C., Meng, M. D., Westberg, K. ve Farrelly, F. (2014). Understanding fan motivation for interacting on social media. Sport Management Review, 17(4), 455-469.
  • Sutton, A., Hickling, A. ve Friend, J. (1986). The strategic choice approach to managing uncertainty. In The Management of Uncertainty: Approaches, Methods and Applications (pp. 14-52). Dordrecht: Springer Netherlands.
  • Todella, E., Lami, I. M. ve Armando, A. (2018). Experimental use of strategic choice approach (SCA) by individuals as an architectural design tool. Group Decision and Negotiation, 27(5), 811-826.
  • Vale, L. ve Fernandes, T. (2018). Social media and sports: driving fan engagement with football clubs on Facebook. Journal of strategic marketing, 26(1), 37-55.
  • Varmus, M., Kubina, M. ve Adámik, R. (2021). Strategic sport management. Springer International Publishing.
  • Waters, R. D., Burnett, E., Lamm, A., ve Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35, 102-106. https://doi.org/10.1016/j.pubrev.2009.01.006
  • Wattenhofer, M., Wattenhofer, R. ve Zhu, Z. (2021). The YouTube Social Network. Proceedings of the International AAAI Conference on Web and Social Media, 6(1), 354-361. https://doi.org/10.1609/icwsm.v6i1.14243
  • We Are Social. (2022). Digital 2022: Another year of bumper growth. 26 Ocak 2022, https://wearesocial.com/uk/blog/2022/01/digital-2022-another-year-of-bumper-growth-2/
  • Witkemper, C., Lim, C. H. ve Waldburger, A. (2012). Social media and sports marketing: Examining the motivations and constraints of Twitter users. Sport Marketing Quarterly, 21(3).
Toplam 77 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Spor Faaliyetleri Yönetimi
Bölüm 2023 Aralık
Yazarlar

Pelin Gönkek 0000-0001-9123-4440

Erdinç Demiray 0000-0002-5777-5726

R. Timuçin Gençer 0000-0003-0159-2610

Erken Görünüm Tarihi 25 Aralık 2023
Yayımlanma Tarihi 25 Aralık 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 8 Sayı: 2

Kaynak Göster

APA Gönkek, P., Demiray, E., & Gençer, R. T. (2023). Spor Takipçilerinin Facebook ve Instagram’da Spor Kulüpleriyle Etkileşim Kurma Motivasyonu Ölçeğinin Geçerlik-Güvenirlik Çalışması ve Spor Takipçilerinin Çeşitli Değişkenlere Göre İncelenmesi. Eurasian Research in Sport Science, 8(2), 119-142. https://doi.org/10.29228/ERISS.35