DİGİTAL COMMUNİCATİON OF SPORTS CLUBS: CONTENT ANALYSİS OF INSTAGRAM POSTS OF VODAFONE SULTANS LEAGUE CLUBS

Ebru Karakuş; Kaan Karakuş

Makale detayları

DİGİTAL COMMUNİCATİON OF SPORTS CLUBS: CONTENT ANALYSİS OF INSTAGRAM POSTS OF VODAFONE SULTANS LEAGUE CLUBS

Yazarlar:

Ebru Karakuş | Kaan Karakuş

Yayıncı:

Inonu University

Ana Başlıklar:

Spor ve Rekreasyon

Dergi:

İnönü Üniversitesi Beden Eğitimi ve Spor Bilimleri Dergisi Vol.12 Issue 1, pp.14-31

Belge Tipi:

Makale

Yayın Tarihi:

5/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001348937

pISSN:

2148-6786

Anahtar kelimeler:

Özet:

 The aim of this study is to examine the Instagram posts of Eczacıbaşı Sports Club Eczacıbaşı Dynavit, Fenerbahçe Sports Club Fenerbahçe Medicana, Galatasaray Sports Club Galatasaray Daikin and Vakıfbank Sports Club Vakıfbank teams that take part in the 2024-2025 season Vodafone Sultans League of the Turkish Volleyball Federation between the dates 01.01.2025 and 01.03.2025. A total of 763 posts within the specified date range in the research were examined by content analysis method. The data obtained in the study were recorded in the Office Excel environment. Descriptive data such as percentage and frequency were made with the SPSS package program SPSS 22.0, IBM, Armonk, NY. When the study results were examined, it was determined that the sharing reasons, sharing types, emoji use and content language of the sports clubs Instagram posts differed. Within the scope of the research, match footage of Eczacıbaşı Dynavit and Galatasaray Daikin according to the sharing reasons; It was determined that Fenerbahçe Medicana emphasized sharing for match information and Vakıfbank emphasized sharing for training processes. According to the sharing type variable, it was determined that sports clubs preferred photo content more frequently than video content. According to the emoji usage variable, it was determined that the shares using emojis in the content of sports clubs were at a higher level than the shares not using emojis. According to the content language variable, it was determined that Galatasaray Daikin was prominent in the use of official language and Eczacıbaşı Dynavit was prominent in the preference of humorous language. According to the results obtained, it can be said that sports clubs developed original strategies in social media management. It is thought that it would be beneficial for sports clubs to strengthen their technical infrastructure for video content production and increase their investments in human resources.

 The aim of this study is to examine the Instagram posts of Eczacıbaşı Sports Club Eczacıbaşı Dynavit, Fenerbahçe Sports Club Fenerbahçe Medicana, Galatasaray Sports Club Galatasaray Daikin and Vakıfbank Sports Club Vakıfbank teams that take part in the 2024-2025 season Vodafone Sultans League of the Turkish Volleyball Federation between the dates 01.01.2025 and 01.03.2025. A total of 763 posts within the specified date range in the research were examined by content analysis method. The data obtained in the study were recorded in the Office Excel environment. Descriptive data such as percentage and frequency were made with the SPSS package program SPSS 22.0, IBM, Armonk, NY. When the study results were examined, it was determined that the sharing reasons, sharing types, emoji use and content language of the sports clubs Instagram posts differed. Within the scope of the research, match footage of Eczacıbaşı Dynavit and Galatasaray Daikin according to the sharing reasons; It was determined that Fenerbahçe Medicana emphasized sharing for match information and Vakıfbank emphasized sharing for training processes. According to the sharing type variable, it was determined that sports clubs preferred photo content more frequently than video content. According to the emoji usage variable, it was determined that the shares using emojis in the content of sports clubs were at a higher level than the shares not using emojis. According to the content language variable, it was determined that Galatasaray Daikin was prominent in the use of official language and Eczacıbaşı Dynavit was prominent in the preference of humorous language. According to the results obtained, it can be said that sports clubs developed original strategies in social media management. It is thought that it would be beneficial for sports clubs to strengthen their technical infrastructure for video content production and increase their investments in human resources.

 The aim of this study is to examine the Instagram posts of Eczacıbaşı Sports Club Eczacıbaşı Dynavit, Fenerbahçe Sports Club Fenerbahçe Medicana, Galatasaray Sports Club Galatasaray Daikin and Vakıfbank Sports Club Vakıfbank teams that take part in the 2024-2025 season Vodafone Sultans League of the Turkish Volleyball Federation between the dates 01.01.2025 and 01.03.2025. A total of 763 posts within the specified date range in the research were examined by content analysis method. The data obtained in the study were recorded in the Office Excel environment. Descriptive data such as percentage and frequency were made with the SPSS package program SPSS 22.0, IBM, Armonk, NY. When the study results were examined, it was determined that the sharing reasons, sharing types, emoji use and content language of the sports clubs Instagram posts differed. Within the scope of the research, match footage of Eczacıbaşı Dynavit and Galatasaray Daikin according to the sharing reasons; It was determined that Fenerbahçe Medicana emphasized sharing for match information and Vakıfbank emphasized sharing for training processes. According to the sharing type variable, it was determined that sports clubs preferred photo content more frequently than video content. According to the emoji usage variable, it was determined that the shares using emojis in the content of sports clubs were at a higher level than the shares not using emojis. According to the content language variable, it was determined that Galatasaray Daikin was prominent in the use of official language and Eczacıbaşı Dynavit was prominent in the preference of humorous language. According to the results obtained, it can be said that sports clubs developed original strategies in social media management. It is thought that it would be beneficial for sports clubs to strengthen their technical infrastructure for video content production and increase their investments in human resources.

 Bu çalışmanın amacını Türkiye Voleybol Federasyonu 2024-2025 sezonu Vodafone Sultanlar Liginde yer alan Eczacıbaşı Spor Kulübü Eczacıbaşı Dynavit, Fenerbahçe Spor Kulübü Fenerbahçe Medicana, Galatasary Spor Kulübü Galatasaray Daikin ve Vakıfbank Spor Kulübü Vakıfbank takımlarının 01.01.2025-01.03.2025 tarihleri arasındaki instagram paylaşımlarının incelenmesi oluşturmaktadır. Araştırmada belirlenen tarih aralığındaki toplam 763 paylaşım içerik analizi yöntemiyle incelenmiştir. Çalışmada elde edilen veriler Office Excel ortamında kaydedilmiştir. Yüzde ve frekans gibi betimsel veriler SPSS paket programı ile SPSS 22.0, IBM, Armonk, NY yapılmıştır. Çalışma sonuçları incelendiğinde spor kulüplerin instagram paylaşımlarının paylaşım nedenleri, paylaşım türleri, emoji kullanımı ve içerik dilinin farklılık gösterdiği belirlenmiştir. Araştırma kapsamında paylaşım nedenlerine göre Eczacıbaşı Dynavit ve Galatasaray Daikinin maç görüntülerine; Fenerbahçe Medicananın maç bilgilendirmesine; Vakıfbankın ise antrenman süreçlerine yönelik paylaşımı öne çıkardığı tespit edilmiştir. Paylaşım türü değişkenine göre spor kulüplerinin fotoğraf içeriklerini video içeriklerine göre daha sık tercih ettikleri belirlenmiştir. Emoji kullanım durumu değişkenine göre spor kulüplerinin içeriklerinde emoji kullanılan paylaşımların emoji kullanılmayan paylaşımlara göre daha yüksek düzeyde olduğu tespit edilmiştir. İçerik dili değişkenine göre Galatasaray Daikinin resmî dil kullanımında; Eczacıbaşı Dynavitin ise mizahi dil tercihinde öne çıktığı belirlenmiştir. Elde edilen sonuçlara göre spor kulüplerin sosyal medya yönetiminde özgün stratejiler geliştirdiklerini söylenebilir. Spor kulüplerinin video içerik üretimine yönelik teknik altyapısını güçlendirmesinin ve insan kaynağına yapılan yatırımları artırmasının faydalı olabileceği düşünülmektedir.

Makale detayları

DİGİTAL COMMUNİCATİON OF SPORTS CLUBS: CONTENT ANALYSİS OF INSTAGRAM POSTS OF VODAFONE SULTANS LEAGUE CLUBS

Yazarlar:

Ebru Karakuş | Kaan Karakuş

Yayıncı:

Inonu University

Ana Başlıklar:

Spor ve Rekreasyon

Dergi:

İnönü Üniversitesi Beden Eğitimi ve Spor Bilimleri Dergisi Vol.12 Issue 1, pp.14-31

Belge Tipi:

Makale

Yayın Tarihi:

5/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001348937

pISSN:

2148-6786

Social media

ınstagram

volleyballSosyal medya

instagram

voleybol

Sayı

Makale detayları

DİGİTAL COMMUNİCATİON OF SPORTS CLUBS: CONTENT ANALYSİS OF INSTAGRAM POSTS OF VODAFONE SULTANS LEAGUE CLUBS

Yazarlar: Ebru Karakuş | Kaan Karakuş

Yayıncı: Inonu University

Ana Başlıklar: Spor ve Rekreasyon

Dergi: İnönü Üniversitesi Beden Eğitimi ve Spor Bilimleri Dergisi Vol.12 Issue 1, pp.14-31

Belge Tipi: Makale

Yayın Tarihi: 5/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001348937

pISSN: 2148-6786

Social media

ınstagram

volleyballSosyal medya

instagram

voleybol

Sayı

Yazarlar:

Ebru Karakuş | Kaan Karakuş

Yayıncı:

Inonu University

Ana Başlıklar:

Spor ve Rekreasyon

Dergi:

İnönü Üniversitesi Beden Eğitimi ve Spor Bilimleri Dergisi Vol.12 Issue 1, pp.14-31

Belge Tipi:

Makale

Yayın Tarihi:

5/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001348937

pISSN:

2148-6786