Content Brand Journalism Impact on Consumption and Consumer Behavior of ‘Big Five’ Football Clubs’ Digital Products

Abstract

This study has been built as a market research which aims to examine the usage of today’s new technological processes along with developing digital marketing tools in sports, to measure the resultant reactions of sport consumers and to provide a better understanding of consumer behaviours, which are examined as a result of the alternative contents produced by football as well as the contents produced by its natural assets. At the same time, the difference between the consumer reaction for both the main and alternative products is measured and the answer to the question whether or not the potential products that can be produced have consumption potential as much as the main products, is searched. This study aims to analyse two football clubs selected from each of the top 5 European football leagues regarding the popularity rates of chosen social platforms. In conclusion, the results state the importance of content creation and support the idea of us ng players as a product to produce contents, apart from their natural assets, as an effective digital sport marketing strategy. Additionally, it is aimed to incorporate new marketing methods and tools that are actively used by sports clubs with the academic literature.