Akademik Veri Yönetim Sistemi
9th International Conference on Business and Economics Studies, Erzurum, Türkiye, 17 - 19 Ekim 2024, ss.174-183
In today's world, where social media is present in every aspect of consumers' lives, businesses can utilize these technological opportunities while carrying out their marketing activities. The influential and directive power of social media is examined in many different aspects of the literature. Businesses can evaluate social media tools not only at the point of promotion of their products but also as a phenomenon where they can measure the reactions from consumers and determine their next steps according to the results of these data. Comments made on YouTube offer businesses a different perspective to observe the reactions to their products. In sports marketing, clubs can view their football players' reactions and increase their brand value through various studies. This study compares the situations of two players playing in the English Premier League, one of the most followed leagues in the football category, and tries to establish a connection between the reactions of fans and consumers and the player's current value change. This study analyzes the Transfermarkt values of two soccer players over approximately three years. The start time is March 18, 2021, and the end is May 27, 2024. The value increases of Footballer A, who served in the Premier League and decreased in value, and Footballer B, who increased in value, between these dates, and the comments in the latest videos of the club they are affiliated with on the YouTube Official channel with only their names are used as data. While the number of views of footballer A is 67332, the number of comments is 113. The number of positive comments is 89, the number of views of footballer B's video is 118357, the number of comments is 230, and the number of positive comments is 218. Finally, it tries to reveal how consumers evaluate a footballer in the Premier League whose value is decreasing and another footballer whose value is increasing. As a result, the increase in the number of views, comments, and positive comments of the footballers with increasing value shows that the success of sports clubs is beneficial for these clubs in terms of product marketing. On the other hand, the decrease in the number of views, comments, and positive comments of the footballers who experienced a reduction in value reveals a clear failure-lack of interest link in the field of sports marketing in terms of product marketing.