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Text in English ; Abstract: English and Turkish Includes bibliographical references (leaves 58-85) xi, 86 leaves In 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. Teknoloji 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. INTRODUCTION SOCIALMEDIA:CONCEPTS,ISSUESANDIMPLICATIONS From World Wide Web to Web 2.0 The Web 2.0 Terms used in describing social media and definitional issues Taxonomies of social media Social Media Channels and Instagram SPRONGO Organization & Terminology of SPRONGO Video Related SOCIAL MEDIA AND BRAND ATTITUDE Social Media Concept and Its Dimensions Social Media Marketing Social Media and Branding Attitude formation Brand knowledge Brand Awareness Brand Image Brand Equity Brands on social media RESEARCH METHODOLOGY Method and Approach Research Aim, Objectives, And Research Questions The Choice Of The Qualitative Approach Thesis Structure and Research Method Research Strategy Instruments and Hypothesis formation Hypothesises Independent Variables Dependent Variables RESEARCH RESULTS- CONCLUSION- LIMITATIONS Descriptive Statistics CONCLUSIONS AND CONTRIBUTION |
