Publication: Kurumsal iletişimde sosyal medya kullanımının kadın voleybol spor kulübü açısından incelenmesi
Loading...
Files
Date
2021-06-01
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Bu çalışmada, Eczacıbaşı VitrA Spor Kulübünün kurumsal iletişim aracı olarak kullandığı resmi sosyal
medya platformları olan Facebook, Twitter, Instagram ve YouTube hesapları üzerinden elde edilen verilerin
sayfa görünümü, hesap içeriği, paylaşım türü ve hesapların kullanım düzeyleri açısından incelenerek
yorumlanması amaçlanmıştır. Çalışmanın çıkış noktası, Eczacıbaşı VitrA Spor Kulübünün 2019 yılı dünya
kulüpler sıralamalarında ilk 5 (beş) içerisinde yer almış olmasıdır. Nitel özelliğe sahip bu araştırmada
belgesel tarama modeli kullanılmıştır. Araştırmanın evreni, ülkemizde faaliyet gösteren tüm kadın
voleybol spor kulüpleridir. Bu bağlamda, kulübün resmi sosyal medya hesaplarının açılış tarihlerinden
19 Mayıs 2020 tarihine kadar olan süreç araştırmanın örneklemini oluşturmuştur. Elde edilen veriler
betimsel analiz yöntemiyle çözümlenmiştir. Çalışma neticesinde, Eczacıbaşı VitrA Spor Kulübünün sosyal
medyayı etkin bir şekilde kullandığı, kadın voleybolunda sosyal medyayı dünyada en aktif kullanan üç spor
kulübü içerisinde yer aldığı, bununla birlikte hesaplarının genel görünümü ile bazı paylaşım türlerinde
eksiklikler olduğu ve paydaşlarıyla etkileşiminin yeterli düzeyde olmadığı saptanmıştır. Çalışmadaki
verilerin Eczacıbaşı VitrA Spor Kulübü ile diğer spor kulüplerinin sosyal medya mecrasındaki iletişim
noksanlıklarını giderebilmelerine ve paydaşlarıyla daha etkili bir iletişim kurabilmelerine yardımcı olacağı
düşünülmektedir
In this study, it was aimed to examine and interpret the data obtained through the official social media platforms like Facebook, Twitter, Instagram and YouTube used by Eczacıbaşı VitrA Sports Club as corporate communication tools. The collected data were evaluated in terms of page view, account content, types of sharing and account usage levels. Eczacıbaşı VitrA Sports Club’s 2019 world club ranking (top 5) was chosen as a starting point of the study. From the qualitative research methods, documentary survey model was used in the study. Universe of the study was the all women’s volleyball teams operating in Turkey. In this context, the period starting from the opening dates of the clubs’ official social media accounts to 19 May 2020 constituted the sample of the study. The obtained data were analyzed with descriptive analysis method. It was concluded that Eczacıbaşı VitrA Sports Club used the social media effectively and they were among the three sports clubs that use social media actively in women’s volleyball, but there were some deficiencies in the general view of their accounts and some types of sharing and their interaction with their stakeholders. It is thought that the data obtained from the study will help Eczacıbaşı VitrA Sports Club and other sports clubs to overcome their communication deficiencies in their social media channels and to establish more effective communication with their stakeholders
In this study, it was aimed to examine and interpret the data obtained through the official social media platforms like Facebook, Twitter, Instagram and YouTube used by Eczacıbaşı VitrA Sports Club as corporate communication tools. The collected data were evaluated in terms of page view, account content, types of sharing and account usage levels. Eczacıbaşı VitrA Sports Club’s 2019 world club ranking (top 5) was chosen as a starting point of the study. From the qualitative research methods, documentary survey model was used in the study. Universe of the study was the all women’s volleyball teams operating in Turkey. In this context, the period starting from the opening dates of the clubs’ official social media accounts to 19 May 2020 constituted the sample of the study. The obtained data were analyzed with descriptive analysis method. It was concluded that Eczacıbaşı VitrA Sports Club used the social media effectively and they were among the three sports clubs that use social media actively in women’s volleyball, but there were some deficiencies in the general view of their accounts and some types of sharing and their interaction with their stakeholders. It is thought that the data obtained from the study will help Eczacıbaşı VitrA Sports Club and other sports clubs to overcome their communication deficiencies in their social media channels and to establish more effective communication with their stakeholders
Description
Keywords
Eczacıbaşı VitrA Sports Club, corporate communication, social media, volleyball, Eczacıbaşı VitrA Spor Kulübü, kurumsal iletişim, sosyal medya, voleybol
Citation
MUTLU E., YORULMAZLAR M. M., "Kurumsal İletişimde Sosyal Medya Kullanımının Kadın Voleybol Spor Kulübü Açısından İncelenmesi", ASOS Yayinevi, cilt.6, sa.1, ss.42-55, 2021