Football clubs have increasingly recognized the importance of social media networks as crucial to... more Football clubs have increasingly recognized the importance of social media networks as crucial tools for communication and interaction with their fans, both online and offline. The purpose of this study was to develop an all-encompassing conceptual model that scrutinizes the complex interconnection among fan engagement, team identity, and loyalty on social media channels, with a particular focus on football. Data were collected via an online survey involving 264 avid football fans associated with three prominent clubs in the Turkish Football Super League. The measurement of social media engagement encompassed three sub-dimensions: consumption, contribution, and creation. Hypotheses were tested using exploratory factor analysis, confirmatory factor analysis, and structural equation modeling. The results confirmed four out of seven hypotheses, providing evidence of significant associations between the constructs under investigation. The findings revealed meaningful connections between fan engagement, identification, and loyalty behaviors, such as liking, sharing, and commenting on social media platforms. The findings of this research bear multiple implications that offer significant insights for football managers and sports marketers seeking to enhance fan involvement through the implementation of advanced social media strategies. Furthermore, this study enhances our understanding of social media habits among fans, providing a precious asset for marketing professionals who utilize social media networks in their marketing strategies.
In recent years the importance of relationship quality in sport organizations have increasingly e... more In recent years the importance of relationship quality in sport organizations have increasingly emphasized by both researchers and practitioners because of the general belief about relationship marketing efforts enhancing relationships with sport customers. So in the study the researchers aimed to reveal the effects of relationship quality dimensions on sport customers’ satisfaction and recommendation behavior. The study used a 23-item scale instrument to assess constructs related to relationship quality effects on satisfaction and recommendation. The results showed that constructs about relationship quality could be conceptualized and measured as a five-dimensional construct comprising customization, relational commitment, thrust, self-connection, and intimacy.
Team chants play out a significant role in such sports as football where an intense competition p... more Team chants play out a significant role in such sports as football where an intense competition prevails. The lyrics of chants are of great importance for fans to be able to remember them and reflect the powerful emotions carried for their team. That’s why, the metaphors used in team chants are pivotal. Because metaphors help individuals surface their perceptions against phenomena. The purpose of this study is to determine the metaphors used in the chants of football teams. For this purpose, it was examined through content analysis 84 chants composed for 13 Super League Teams, which they were selected using criterion sampling, one of the techniques of purposive sampling. The metaphors detected upon listening and reading the lyrics of chants one by one were entered to the SPSS 23 program, then frequency and percentage analyses were performed. Subsequently, the metaphors used in the chants of all teams were categorized by their common characteristics. In total, 526 metaphors were determined within the chants of all teams under consideration. Each metaphor was examined and added in the analyses. Through the analyses of all metaphors at hand, it is determined that the metaphors of “heart” and “love” excel over the others. The most frequently used metaphors for all teams fall in six categories as “passion”, “power”, “nature”, “symbol”, “life”, and “fanatic”. It is seen that especially the metaphors in the passion category are used more frequently in chants. This way, the fans are able to convey their vigorous emotions for their team. In conclusion, it is assumed that the intensity of emotions in chants is supported by metaphors in order to leave a mark and stick in the mind in the most influential way.
Advances in distributed computing and artificial intelligence journal, Jan 24, 2023
Nowadays, information technology is not only widely used in all walks of life but also fully appl... more Nowadays, information technology is not only widely used in all walks of life but also fully applied in the marketing and advertisement sector. In particular, Artificial Intelligence (AI) has received growing attention worldwide because of its impact on advertising. However, it remains unclear how social media users react to AI advertisements. The purpose of this study is to examine the behavior of social media users towards AI-based advertisements. This study used a qualitative method, including a semi-structured interview. A total of 23 semi-structured interviews were conducted with social media users aged 18 and over, using a purposive sampling method. The interviews lasted between 27.05–50.39 minutes on average (Mean: 37.48 SD: 6.25) between August and October 2021. We categorized the findings of the current qualitative research into three main process themes: I) reception; II) diving; and III) break-point. While 'reception' covers positive and negative sub-themes, 'diving' includes three themes: comparison, timesaving, and leaping. The final theme, 'break-point', represents the decision-making stage and includes negative or positive opinions. This study provides content producers, social media practitioners, marketing managers, advertising industry, AI researchers, and academics with many insights into AI advertising.
Advances in Distributed Computing and Artificial Intelligence Journal, 2023
Nowadays, information technology is not only widely used in all walks of life but also fully appl... more Nowadays, information technology is not only widely used in all walks of life but also fully applied in the marketing and advertisement sector. In particular, Artificial Intelligence (AI) has received growing attention worldwide because of its impact on advertising. However, it remains unclear how social media users react to AI advertisements. The purpose of this study is to examine the behavior of social media users towards AI-based advertisements. This study used a qualitative method, including a semi-structured interview. A total of 23 semi structured interviews were conducted with social media users aged 18 and over, using a purposive sampling method. The interviews lasted between 27.05–50.39 minutes on average (Mean: 37.48 SD: 6.25) between August and October 2021. We categorized the findings of the current qualitative research into three main process themes: I) reception; II) diving; and III) break-point. While 'reception' covers positive and negative sub-themes, 'diving' includes three themes: comparison, timesaving, and leaping. The final theme, 'break-point', represents the decision-making stage and includes negative or positive opinions. This study provides content producers, social media practitioners, marketing managers, advertising industry, AI researchers, and academics with many insights into AI advertising.
The purpose of this study was to investigate the themes of match-fixing news and to analyze wheth... more The purpose of this study was to investigate the themes of match-fixing news and to analyze whether there were differences across the frequencies of news with respect to match-fixing. A purposive sampling method was employed dates between 4 July 2011 and 4 July 2012 for content analysis. In this study a content analysis forms was composed of two parts. In the first part, various themes related to news comprised year, month, weekday, weekend and size. In the second part, the researchers investigated the news delivery styles. The news or the visuals of match-fixing appearing on the newspaper were coded as ‘there is or there isn’t,’ “yes or no,” and “multiple choice questions”. The results of this study, 58.1 percent of the news of match-fixing were published in 2011, 68.9 percent on weekdays and 24.1 percent of them were published in July. Fenerbahce Football Club appeared once in the 33.1 percent, and 5 times in the 23.1 percent of the match-fixing news. While 45.4 percent of that ne...
Team chants play out a significant role in such sports as football where an intense competition p... more Team chants play out a significant role in such sports as football where an intense competition prevails. The lyrics of chants are of great importance for fans to be able to remember them and reflect the powerful emotions carried for their team. That’s why, the metaphors used in team chants are pivotal. Because metaphors help individuals surface their perceptions against phenomena. The purpose of this study is to determine the metaphors used in the chants of football teams. For this purpose, it was examined through content analysis 84 chants composed for 13 Super League Teams, which they were selected using criterion sampling, one of the techniques of purposive sampling. The metaphors detected upon listening and reading the lyrics of chants one by one were entered to the SPSS 23 program, then frequency and percentage analyses were performed. Subsequently, the metaphors used in the chants of all teams were categorized by their common characteristics. In total, 526 metaphors were det...
The purpose of this study was to investigate the themes of match-fixing news and to analyze wheth... more The purpose of this study was to investigate the themes of match-fixing news and to analyze whether there were differences across the frequencies of news with respect to match-fixing. A purposive sampling method was employed dates between 4 July 2011 and 4 July 2012 for content analysis. In this study a content analysis forms was composed of two parts. In the first part, various themes related to news comprised year, month, weekday, weekend and size. In the second part, the researchers investigated the news delivery styles. The news or the visuals of match-fixing appearing on the newspaper were coded as ‘there is or there isn’t,’ “yes or no,” and “multiple choice questions”. The results of this study, 58.1 percent of the news of match-fixing were published in 2011, 68.9 percent on weekdays and 24.1 percent of them were published in July. Fenerbahçe Football Club appeared once in the 33.1 percent, and 5 times in the 23.1 percent of the match-fixing news. While 45.4 percent of that ne...
Football clubs have increasingly recognized the importance of social media networks as crucial to... more Football clubs have increasingly recognized the importance of social media networks as crucial tools for communication and interaction with their fans, both online and offline. The purpose of this study was to develop an all-encompassing conceptual model that scrutinizes the complex interconnection among fan engagement, team identity, and loyalty on social media channels, with a particular focus on football. Data were collected via an online survey involving 264 avid football fans associated with three prominent clubs in the Turkish Football Super League. The measurement of social media engagement encompassed three sub-dimensions: consumption, contribution, and creation. Hypotheses were tested using exploratory factor analysis, confirmatory factor analysis, and structural equation modeling. The results confirmed four out of seven hypotheses, providing evidence of significant associations between the constructs under investigation. The findings revealed meaningful connections between fan engagement, identification, and loyalty behaviors, such as liking, sharing, and commenting on social media platforms. The findings of this research bear multiple implications that offer significant insights for football managers and sports marketers seeking to enhance fan involvement through the implementation of advanced social media strategies. Furthermore, this study enhances our understanding of social media habits among fans, providing a precious asset for marketing professionals who utilize social media networks in their marketing strategies.
In recent years the importance of relationship quality in sport organizations have increasingly e... more In recent years the importance of relationship quality in sport organizations have increasingly emphasized by both researchers and practitioners because of the general belief about relationship marketing efforts enhancing relationships with sport customers. So in the study the researchers aimed to reveal the effects of relationship quality dimensions on sport customers’ satisfaction and recommendation behavior. The study used a 23-item scale instrument to assess constructs related to relationship quality effects on satisfaction and recommendation. The results showed that constructs about relationship quality could be conceptualized and measured as a five-dimensional construct comprising customization, relational commitment, thrust, self-connection, and intimacy.
Team chants play out a significant role in such sports as football where an intense competition p... more Team chants play out a significant role in such sports as football where an intense competition prevails. The lyrics of chants are of great importance for fans to be able to remember them and reflect the powerful emotions carried for their team. That’s why, the metaphors used in team chants are pivotal. Because metaphors help individuals surface their perceptions against phenomena. The purpose of this study is to determine the metaphors used in the chants of football teams. For this purpose, it was examined through content analysis 84 chants composed for 13 Super League Teams, which they were selected using criterion sampling, one of the techniques of purposive sampling. The metaphors detected upon listening and reading the lyrics of chants one by one were entered to the SPSS 23 program, then frequency and percentage analyses were performed. Subsequently, the metaphors used in the chants of all teams were categorized by their common characteristics. In total, 526 metaphors were determined within the chants of all teams under consideration. Each metaphor was examined and added in the analyses. Through the analyses of all metaphors at hand, it is determined that the metaphors of “heart” and “love” excel over the others. The most frequently used metaphors for all teams fall in six categories as “passion”, “power”, “nature”, “symbol”, “life”, and “fanatic”. It is seen that especially the metaphors in the passion category are used more frequently in chants. This way, the fans are able to convey their vigorous emotions for their team. In conclusion, it is assumed that the intensity of emotions in chants is supported by metaphors in order to leave a mark and stick in the mind in the most influential way.
Advances in distributed computing and artificial intelligence journal, Jan 24, 2023
Nowadays, information technology is not only widely used in all walks of life but also fully appl... more Nowadays, information technology is not only widely used in all walks of life but also fully applied in the marketing and advertisement sector. In particular, Artificial Intelligence (AI) has received growing attention worldwide because of its impact on advertising. However, it remains unclear how social media users react to AI advertisements. The purpose of this study is to examine the behavior of social media users towards AI-based advertisements. This study used a qualitative method, including a semi-structured interview. A total of 23 semi-structured interviews were conducted with social media users aged 18 and over, using a purposive sampling method. The interviews lasted between 27.05–50.39 minutes on average (Mean: 37.48 SD: 6.25) between August and October 2021. We categorized the findings of the current qualitative research into three main process themes: I) reception; II) diving; and III) break-point. While 'reception' covers positive and negative sub-themes, 'diving' includes three themes: comparison, timesaving, and leaping. The final theme, 'break-point', represents the decision-making stage and includes negative or positive opinions. This study provides content producers, social media practitioners, marketing managers, advertising industry, AI researchers, and academics with many insights into AI advertising.
Advances in Distributed Computing and Artificial Intelligence Journal, 2023
Nowadays, information technology is not only widely used in all walks of life but also fully appl... more Nowadays, information technology is not only widely used in all walks of life but also fully applied in the marketing and advertisement sector. In particular, Artificial Intelligence (AI) has received growing attention worldwide because of its impact on advertising. However, it remains unclear how social media users react to AI advertisements. The purpose of this study is to examine the behavior of social media users towards AI-based advertisements. This study used a qualitative method, including a semi-structured interview. A total of 23 semi structured interviews were conducted with social media users aged 18 and over, using a purposive sampling method. The interviews lasted between 27.05–50.39 minutes on average (Mean: 37.48 SD: 6.25) between August and October 2021. We categorized the findings of the current qualitative research into three main process themes: I) reception; II) diving; and III) break-point. While 'reception' covers positive and negative sub-themes, 'diving' includes three themes: comparison, timesaving, and leaping. The final theme, 'break-point', represents the decision-making stage and includes negative or positive opinions. This study provides content producers, social media practitioners, marketing managers, advertising industry, AI researchers, and academics with many insights into AI advertising.
The purpose of this study was to investigate the themes of match-fixing news and to analyze wheth... more The purpose of this study was to investigate the themes of match-fixing news and to analyze whether there were differences across the frequencies of news with respect to match-fixing. A purposive sampling method was employed dates between 4 July 2011 and 4 July 2012 for content analysis. In this study a content analysis forms was composed of two parts. In the first part, various themes related to news comprised year, month, weekday, weekend and size. In the second part, the researchers investigated the news delivery styles. The news or the visuals of match-fixing appearing on the newspaper were coded as ‘there is or there isn’t,’ “yes or no,” and “multiple choice questions”. The results of this study, 58.1 percent of the news of match-fixing were published in 2011, 68.9 percent on weekdays and 24.1 percent of them were published in July. Fenerbahce Football Club appeared once in the 33.1 percent, and 5 times in the 23.1 percent of the match-fixing news. While 45.4 percent of that ne...
Team chants play out a significant role in such sports as football where an intense competition p... more Team chants play out a significant role in such sports as football where an intense competition prevails. The lyrics of chants are of great importance for fans to be able to remember them and reflect the powerful emotions carried for their team. That’s why, the metaphors used in team chants are pivotal. Because metaphors help individuals surface their perceptions against phenomena. The purpose of this study is to determine the metaphors used in the chants of football teams. For this purpose, it was examined through content analysis 84 chants composed for 13 Super League Teams, which they were selected using criterion sampling, one of the techniques of purposive sampling. The metaphors detected upon listening and reading the lyrics of chants one by one were entered to the SPSS 23 program, then frequency and percentage analyses were performed. Subsequently, the metaphors used in the chants of all teams were categorized by their common characteristics. In total, 526 metaphors were det...
The purpose of this study was to investigate the themes of match-fixing news and to analyze wheth... more The purpose of this study was to investigate the themes of match-fixing news and to analyze whether there were differences across the frequencies of news with respect to match-fixing. A purposive sampling method was employed dates between 4 July 2011 and 4 July 2012 for content analysis. In this study a content analysis forms was composed of two parts. In the first part, various themes related to news comprised year, month, weekday, weekend and size. In the second part, the researchers investigated the news delivery styles. The news or the visuals of match-fixing appearing on the newspaper were coded as ‘there is or there isn’t,’ “yes or no,” and “multiple choice questions”. The results of this study, 58.1 percent of the news of match-fixing were published in 2011, 68.9 percent on weekdays and 24.1 percent of them were published in July. Fenerbahçe Football Club appeared once in the 33.1 percent, and 5 times in the 23.1 percent of the match-fixing news. While 45.4 percent of that ne...
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We categorized the findings of the current qualitative research into three main process themes: I) reception; II) diving; and III) break-point. While 'reception' covers positive and negative sub-themes, 'diving' includes three themes: comparison, timesaving, and leaping. The final theme, 'break-point', represents the decision-making stage and includes negative or positive opinions. This study provides content producers, social media practitioners, marketing managers, advertising industry, AI researchers, and academics with many insights into AI advertising.
We categorized the findings of the current qualitative research into three main process themes: I) reception; II) diving; and III) break-point. While 'reception' covers positive and negative sub-themes, 'diving' includes three themes: comparison, timesaving, and leaping. The final theme, 'break-point', represents the decision-making stage and includes negative or positive opinions. This study provides content producers, social media practitioners, marketing managers, advertising industry, AI researchers, and academics with many insights into AI advertising.