USE OF DIGITALIZATION AND SOCIAL MEDIA IN SPORTS BRANDING

The aim of this study is to understand the digitalization of sports and tools used in sports in building brands. This work looks into the branding in the sports world, not only from the perspective of team or clubs, but also athletes through the use of digitalization and social media. Sports ecosyst...

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Autor principal:	Gülberk Gültekin SALMAN
Formato:	article
Lenguaje:	DE EN FR TR
Publicado:	Fırat University 2020
Materias:	sports branding, sports digitilazation, sports social media, e sports Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/316013733df84ca9b572c2ac8fe21aef
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spelling	oai:doaj.org-article:316013733df84ca9b572c2ac8fe21aef2021-11-24T09:20:36ZUSE OF DIGITALIZATION AND SOCIAL MEDIA IN SPORTS BRANDING2148-416310.29228/JASSS.39481https://doaj.org/article/316013733df84ca9b572c2ac8fe21aef2020-05-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=449ea61d-6ff4-4493-ba04-8a6a7bc22068.pdf&key=39481https://doaj.org/toc/2148-4163The aim of this study is to understand the digitalization of sports and tools used in sports in building brands. This work looks into the branding in the sports world, not only from the perspective of team or clubs, but also athletes through the use of digitalization and social media. Sports ecosystem is utilizing different tools in digital forms to increase their productivity and these advancements will bring sports to a different level of performance in the near future. In addition, sports and media have a special bond, where media is heavily interested in any news of sports; however, social media is threatening this relationship where teams and athletes can now directly communicate with their stakeholders (sponsors, fans, etc.). Moreover, looking at the numbers of social media followers of teams and athletes, how these tools are utilized will serve as a guideline for future brand building in sports. Digitalization also affected the way sports is utilized, and the rise of e-sports changed the way brand building. The massive number of followers and interested parties have triggered interest in e-sports which is growing at a fast pace. Brand building through e-sports is also becoming a great platform in the sports ecosystem.Gülberk Gültekin SALMANFırat Universityarticlesports branding, sports digitilazation, sports social media, esportsSocial SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 13, Iss 79, Pp 451-467 (2020)
institution	DOAJ
collection	DOAJ
language	DE EN FR TR
topic	sports branding, sports digitilazation, sports social media, e sports Social Sciences H Social sciences (General) H1-99
spellingShingle	sports branding, sports digitilazation, sports social media, e sports Social Sciences H Social sciences (General) H1-99 Gülberk Gültekin SALMAN USE OF DIGITALIZATION AND SOCIAL MEDIA IN SPORTS BRANDING
description	The aim of this study is to understand the digitalization of sports and tools used in sports in building brands. This work looks into the branding in the sports world, not only from the perspective of team or clubs, but also athletes through the use of digitalization and social media. Sports ecosystem is utilizing different tools in digital forms to increase their productivity and these advancements will bring sports to a different level of performance in the near future. In addition, sports and media have a special bond, where media is heavily interested in any news of sports; however, social media is threatening this relationship where teams and athletes can now directly communicate with their stakeholders (sponsors, fans, etc.). Moreover, looking at the numbers of social media followers of teams and athletes, how these tools are utilized will serve as a guideline for future brand building in sports. Digitalization also affected the way sports is utilized, and the rise of e-sports changed the way brand building. The massive number of followers and interested parties have triggered interest in e-sports which is growing at a fast pace. Brand building through e-sports is also becoming a great platform in the sports ecosystem.
format	article
author	Gülberk Gültekin SALMAN
author_facet	Gülberk Gültekin SALMAN
author_sort	Gülberk Gültekin SALMAN
title	USE OF DIGITALIZATION AND SOCIAL MEDIA IN SPORTS BRANDING
title_short	USE OF DIGITALIZATION AND SOCIAL MEDIA IN SPORTS BRANDING
title_full	USE OF DIGITALIZATION AND SOCIAL MEDIA IN SPORTS BRANDING
title_fullStr	USE OF DIGITALIZATION AND SOCIAL MEDIA IN SPORTS BRANDING
title_full_unstemmed	USE OF DIGITALIZATION AND SOCIAL MEDIA IN SPORTS BRANDING
title_sort	use of digitalization and social media in sports branding
publisher	Fırat University
publishDate	2020
url	https://doaj.org/article/316013733df84ca9b572c2ac8fe21aef
work_keys_str_mv	AT gulberkgultekinsalman useofdigitalizationandsocialmediainsportsbranding
_version_	1718415725750648832

USE OF DIGITALIZATION AND SOCIAL MEDIA IN SPORTS BRANDING

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