Brand equity and social media communicaniton in football : A research on Trabzonspor and fans

In this century, football has emerged as a fact which drags masses behind it, brings people together from different cultures. This connective feature of football has exicted people's attention who are artibter in different fields from economy to politics. Football has become a financially important market that gets bigger day by day. The football clubs taking place in this market and desiring to locate themselves have to protect brand value in order to increase their income, contiune their corporateness. For this purpose, remaining on the agenda and adapting into alteration and improvement processes has come into prominence for football clubs as well as the other sectors. In parallel to technological improvement, especially in 21th century big changes occurred in mass communication tools. This development has caused new platforms that people can reach and use in terms of communication and access. Social media is the leading in these platforms nowadays. Thanks to social media to communicate lots of people in a short time and get feedback from them has become cheap and easy. In this work, one of the rooted teams Trabzonspor that struggles in Turkey Super League will be studied. It will be researched thatTrabzonspor's interaction thanks to develope by social media communication to protect its brand value in an intense rivalry environement and the interaction of supporters of these colors' effects on the club's brand value and components.