Futbol Taraftarlarının İtibar Algısı ve Mutluluk Düzeylerinin İncelenmesi

Ensuring the loyalty and belonging of the fans, who are among the biggest stakeholders of the team, is becoming increasingly important in terms of protecting the team's reputation. In this context, the study was conducted to examine the spectator-based reputation and happiness levels of Kahramanmaras Spor fans. The study was designed according to correlational research and causal comparison methods. The Happiness Scale developed by Demirci and Ekşi (2018) and the Spectator-Based Sports Team Scale developed by Yavuz Eroğlu S. and Eroğlu E. (2020) were used as measurement tools. Descriptive statistics and normality test were used to analyze the data. "Anova", "Independent Sample t Test" and "Pearson correlation" analysis were used to analyze the data obtained. The study, in which a convenience sample was used, was conducted with 413 fans in 2022. A statistically significant difference was found between the total scores of the happiness scale and the spectator-based sports team reputation scale and the variables of age and marital status. While there was no difference between the happiness scale and the education level variable, a significant difference was found between the total scores of the spectator-based sports team reputation scale and the education level. In addition, it was concluded that there was a significant positive and weak relationship between the scores of happiness and spectator-based sports team scale perceptions. It reveals that commitment to sports teams and various aspects of these teams have a positive effect on fans' happiness, but this effect is weak.