Analysis of TikTok content of football teams: The case of European and Turkish teams

Social media platforms, which have emerged as a result of developing technology and digital transformation, have become an important communication tool especially for sports businesses. As one of these platforms, TikTok is a platform with short videos where entertaining content can be shared. Recently, especially football teams have been actively using TikTok to promote their teams and players, increase interaction and expand their followers. In this direction, investigating the TikTok platform in the context of sports has enabled it to become an important research area. In line with all the information, this study was carried out to examine and compare the TikTok content of football teams using TikTok in Europe and Turkey within the framework of different features. As a data source, 50 videos with the highest number of views among all the posts of football teams on the TikTok platform were analysed by content analysis method, one of the qualitative research techniques, and coded by 2 coders according to the coding chart developed within the scope of the study. The reliability between the coders was calculated with Krippendorff's reliability coefficient and was determined as (α=0.78). All the results obtained show that the content type, theme and video length preferences of the TikTok posts of European and Turkish football teams differ from each other and that the digital content strategies of football teams differ from each other.