Website persuasiveness in sports marketing: A content analysis of websites of Turkish sports clubs

Sports marketing, which has attracted significant attention in marketing in recent years, is among the fields in which the digitization of marketing communications has been the most intense. Institutions that seek to add value to branding and their brands through the organization of sporting event(s) take great advantage of digital communication media and persuasion technologies to try to create attitudes and behaviors in their target groups. In this study, it is demonstrated that how websites – considered to be among the basic of persuasive technologies – are used as a part of sports marketing activities by analyzing the corporate websites and online shopping stores of the football and basketball teams competing in the professional leagues in Turkey. How sports clubs use their websites as a persuasive technology is described in this study through analyzing the persuasion dynamics of 41 websites using a content analysis. © 2018 Association for Computing Machinery.