THE IMPORTANCE OF PUBLIC RELATIONS IN SPORTS MARKETING

Abstract

Author(s): Oktar KIZAR, Mehmet KARGUN, Yavuz Selim AGAOGLU, Gamze YILDIRIM

The aim of this study is to investigate the importance of public relations activities in sports marketing. In this direction was used a questionnaire form as a data collection tool. The questionnaire used questions about demographic characteristics and the scale of public relations activities in sports marketing. The universe of the research is made up of people who reside in the province of Kadikoy in Istanbul province. The sample of the research consists of 304 people. Data analysis of the study was done in SPSS 16 package program. In data analysis, descriptive statistics such as frequency, percent, mean and standard deviation and t test, ANOVA test were used. Within the scope of the research, it has been determined that activities related to the public are very important in sports marketing. Within the scope of the research, it has been determined that activities related to people in sports marketing are very important. The fact that sports organizations carry out their activities related to the public in the best way raises the perception of marketing. According to the demographic characteristics, when the activities related to the public in sports marketing were examined, it was found that the perceptions of men in organizational infrastructure, strategic consistency and planning and evaluation factors were statistically higher than women.

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