Influence of social media in formation of positive brand attitude among different user groups in sports video analysis-a case example “Sprongo”

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dc.authorid0000-0001-5525-660X
dc.authorid0000-0001-5525-660Xen_US
dc.contributor.advisorFerman, Ali Muraten_US
dc.contributor.authorGünay Gazioğlu, Çim Buseen_US
dc.contributor.otherIşık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora Programıen_US
dc.date.accessioned2020-11-18T12:53:47Z
dc.date.available2020-11-18T12:53:47Z
dc.date.issued2020-02-20
dc.departmentIşık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora Programıen_US
dc.descriptionText in English ; Abstract: English and Turkishen_US
dc.descriptionIncludes bibliographical references (leaves 58-85)en_US
dc.descriptionxi, 86 leavesen_US
dc.description.abstractIn todays’ world, social media enjoys a phenomenal success in terms of adoption and current usage levels. We can say that they cause paradigm shifts on how people interact and communicate with each other as well as, on how they like to express and share ideas, and even on how they engage with different products, brands, and organizations. Further than that, we see how social media became significant networks of consumer knowledge. The phenomenon that is going to be discuss later on in this study is mainly social media and its effect on the formation of positive attitude on the consumers. We can see the examples in many are in our daily lives even such as video analysis and sports, the impacts of social media have already been described as unique, primarily due to the experiential nature of sports products, and especially of video analysis: purchases are considered to be risky and that is why decision making processes are information intensive. Many studies attempt to point out the role and impact of social media on aspects of brand attitude during the sport video analysis process that is before, during, and after the analysis. However, almost all of them tend to employ a micro approach, focusing either on a specific type of social medium (e.g. consumer review and rating websites), or on a specific application (e.g. SPRONGO), or on a specific stage of the decision making process (e.g. information search), or on a specific stage of the analysis process (e.g. Dartfish) In order to get clear results, I’ve selected a specific social media – Instagram and a personalbrand which is the common brand that is popular on social media sport platforms, which is called “Sprongo”. Due to relevance with the topic, It is correct to use seven independent factors that were selected for their influence which was also later tested onto two different groups. The first group were representing the fans of the Sprongo Brand that are also subscribed as such on Instagram, while the secondgroup was chosen due to their content of random people who were also both familiar and aware as well as in a position of recognizing the brand. Two questionnaires were prepared to hand out – the first one was for the Sprongo Fan Group and second one was for the SprongoNon-Fan Group.After the data was collected, SPSS program Version 19.0 was used in order do the certain correlation analyses in order to identify the relationship both between the different independent variables and the dependent variables and Brand Attitude was the key dependent variable in this study. Moreover, to test these selected seven hypotheses, the two- way of variance ANOVA was used for checking which one of the two groups is eliciting a better brand attitude under the social media influence. It was shown out that SprongoFans who are using social media for a long period of time, have experience with the brand on a certain base, have positive opinions and they think that It is necessary to use and be surrounded by social media is eliciting more positive brand attitude than NonSprongofans with the similar characteristics. In addition to this finding, NonSprongoFans who are longer using a certain brand and mostly are engaged in socialmedia activities, compareto other brands that show more positive attitude than Fans group. There is a possible scenario for both a limitation and another are to work on for future studies from the variable “Social Media Engagement” where no significant correlations were found.en_US
dc.description.abstractTeknoloji cagini yasadigimiz bu gunlerde, Sosyal Medya’nin, gerek sosyal, gerek profesyonel hayatimizdaki yeri git gide buyumeye ve ivme kazanmaya devam ediyor. Sosyal Medya’nin her alana uyarlanabilir olmasi ve ticari adaptasyonunun cabuklugundan dolayi, bir suru anlik iletisim ve bilgi yayma avantajlari oldugu da bir gercek haline geldi. Bu durum; Spor Federasyonlari ve bir suru profesyonel atlet ve acemi sporcular icin de gecerli durumda. SPRONGO profesyonel anlamda, spor federasyonlarina, spor koclarina ve tum spor alanlarindaki, hem profesyonel hem acemi sporculara, destek verme amacli hazirlanan bir web sitesi olarak islev veriyor. Ayni zamanda mobil aplikasyonu ile de; anlik video cekerek, yukleme ve vidyo analiz yapma ozelligine sahip. Dunyanin her ulkesinde, cogunlukla; Olimpik Federasyonlar tarafindan tercih edilen SPRONGO, kendi kendine pazarlamasini yapmasinin yani sira, Sosyal Medya agindaki tum kanallardan ve ozellikle Istagramdan, fanlarina ulasiyor. Anlik yarismalar, bilgi akisi, spor alanindaki yenilikler, yeni urunler, gelistirmekte olduklari gelecek projeler ve akilli yapay zeka ozelligindeki yenilikleri; fanlariyla Sosyal Medya uzerinden paylasarak; hem kendi aralarinda bir iletisime hem de marka ile olan fikirlerini direk olarak SPRONGO ile paylamalarina olanak sunuyor. Bizim bu calismadaki amacimiz once Sosyal Medya’nin pozitif bir marka tutumu yarattigini gostererek, SPRONGO’ya olan katkisini incelemek.en_US
dc.description.tableofcontentsINTRODUCTIONen_US
dc.description.tableofcontentsSOCIALMEDIA:CONCEPTS,ISSUESANDIMPLICATIONSen_US
dc.description.tableofcontentsFrom World Wide Web to Web 2.0en_US
dc.description.tableofcontentsThe Web 2.0en_US
dc.description.tableofcontentsTerms used in describing social media and definitional issuesen_US
dc.description.tableofcontentsTaxonomies of social mediaen_US
dc.description.tableofcontentsSocial Media Channels and Instagramen_US
dc.description.tableofcontentsSPRONGOen_US
dc.description.tableofcontentsOrganization & Terminology of SPRONGOen_US
dc.description.tableofcontentsVideo Relateden_US
dc.description.tableofcontentsSOCIAL MEDIA AND BRAND ATTITUDEen_US
dc.description.tableofcontentsSocial Media Concept and Its Dimensionsen_US
dc.description.tableofcontentsSocial Media Marketingen_US
dc.description.tableofcontentsSocial Media and Brandingen_US
dc.description.tableofcontentsAttitude formationen_US
dc.description.tableofcontentsBrand knowledgeen_US
dc.description.tableofcontentsBrand Awarenessen_US
dc.description.tableofcontentsBrand Imageen_US
dc.description.tableofcontentsBrand Equityen_US
dc.description.tableofcontentsBrands on social mediaen_US
dc.description.tableofcontentsRESEARCH METHODOLOGYen_US
dc.description.tableofcontentsMethod and Approachen_US
dc.description.tableofcontentsResearch Aim, Objectives, And Research Questionsen_US
dc.description.tableofcontentsThe Choice Of The Qualitative Approachen_US
dc.description.tableofcontentsThesis Structure and Research Methoden_US
dc.description.tableofcontentsResearch Strategyen_US
dc.description.tableofcontentsInstruments and Hypothesis formationen_US
dc.description.tableofcontentsHypothesisesen_US
dc.description.tableofcontentsIndependent Variablesen_US
dc.description.tableofcontentsDependent Variablesen_US
dc.description.tableofcontentsRESEARCH RESULTS- CONCLUSION- LIMITATIONSen_US
dc.description.tableofcontentsDescriptive Statisticsen_US
dc.description.tableofcontentsCONCLUSIONS AND CONTRIBUTIONen_US
dc.identifier.citationGünay Gazioğlu, Ç. B. (2020). Influence of social media in formation of positive brand attitude among different user groups in sports video analysis-a case example “Sprongo”. İstanbul: Işık Üniversitesi Sosyal Bilimler Enstitüsü.en_US
dc.identifier.urihttps://hdl.handle.net/11729/2920
dc.institutionauthorGünay Gazioğlu, Çim Buseen_US
dc.language.isoenen_US
dc.publisherIşık Üniversitesien_US
dc.relation.publicationcategoryTezen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United States*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/*
dc.subjectBrand awarenessen_US
dc.subjectSocial mediaen_US
dc.subjectSocial networksen_US
dc.subjectSPRONGOen_US
dc.subjectInstagramen_US
dc.subjectMarka tutumuen_US
dc.subjectİnterneten_US
dc.subjectSosyal medyaen_US
dc.subjectVideo analizien_US
dc.subject.lccGV568.3 .G86 2020
dc.subject.lcshSocial media in sports.en_US
dc.subject.lcshCommunication in sports.en_US
dc.subject.lcshSocial media.en_US
dc.subject.lcshSocial networks.en_US
dc.subject.lcshSPRONGOen_US
dc.subject.lcshBrand choice.en_US
dc.titleInfluence of social media in formation of positive brand attitude among different user groups in sports video analysis-a case example “Sprongo”en_US
dc.title.alternativeSosyal medyanın video analizi kullanan farklı gruplar üzerindeki pozitif marka tutumu etkisi ve bir ‘Sprongo’ konu çalışmasıen_US
dc.typeDoctoral Thesisen_US
dspace.entity.typePublication

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