netnographic analysis of the covid-19 posts of the big four football clubs and their fan’s on twitter

Covid-19, which first appeared in wuhan, china, and caused the death of many people, caused the structures within the sports industry to change as well as in all industries. in this period, sports organizations try to use social media tools effectively in order to stay in touch with their fans. purpose of this research is to analyze the post of the most followed clubs and their fans on twitter about covid-19 in the turkish football federation super league.the study, a total of 2,971 hashtags related to covid-19 were analyzed. the number of posts and percentages of tweets by fans and football clubs about covid-19 was also included in the analysis. in this way, the contents of the twitter posts of both fans and football clubs regarding covid-19 were determined. the netnography method was used as the working method. the hashtags performed by the fans on twitter were analyzed by the content analysis method. according to the findings, fenerbahçe sk and its followers have become the football club that produced the most content (80.46%) regarding the covid-19 outbreak. although galatasaray sc fans have produced the most hashtags, galatasaray sk (16.5%) has produced the least amount of content about the epidemic. as a result, in the period of the covid-19 epidemic, while it is seen that football fans unite in a common culture by posting similar hashtags about the covid-19 epidemic on twitter, it is seen that football clubs post less place to content related to the epidemic less than fan groups.