THE EFFECT OF PUBLIC RELATIONS ACTIVITIES CONDUCTED IN PROFESSIONAL BASKETBALL CLUBS ON FAN SATISFACTION - DARÜŞŞAFAKA BASKETBALL CLUB EXAMPLE

Abstract

This study was carried out in order to evaluate the public relations activities carried out in professional basketball clubs from the fan perspective. In accordance with this purpose, the study was conducted by applying causal comparison method, which is one of the quantitative research methods. The data were collected by questionnaire technique. In this research, the demographic characteristics of the fans who use sports products as consumers and their attitudes towards brands that carry out social responsibility projects are examined. While all professional basketball clubs constitute the population in the research, the volunteer Darüşşafaka Basketball fan (n = 398) is determined by the simple random sampling method. A 5-question personal information form and The Public Relations Activity Fan Satisfaction Scale, developed by Celalettin Bayar in 2015 and consisting of 25 questions with 5-point Likert scale, were applied to the participants in order to measure the fan satisfaction of public relations activities. The data obtained were transferred to the SPSS22.0 package program, and whether they showed a normal distribution statistically were tested with the Kolmogorov-Smirnov test and the Shapiro-Wilk test. Mann-Whitney U Test was used for binary comparisons and Kruskal-Wallis Variance Analysis was used for multiple comparisons.
As a result, it has been determined that women, individuals aged 18-25, fans study at undergraduate and high school level, and fans participating in important matches are satisfied with the club's public relations activities.