Instagram use of Spor Toto Super League teams in the context of sports communication

When the etymological roots of the word sport are examined, we encounter the definition of "a game involving physical exercises". In this sense, it is possible to say that sport started in B.C. 2000. In another definition, sport is the combination of all the body movements applied according to some rules, performed in the form of individual or collective competitions. According to this definition, it is possible to say that sport started with the olympic games in B.C. 776. Regardless of its description and history, sports have become a multi-billion-dollar industry today. In today's modern world, one of the activities that the sports industry must fulfill is to be in constant communication with its stakeholders. Many tools, which are generalized with the name of social media, make this task both easier and more effective. Social media tools have become increasingly similar to each other in recent times, but the features they offer can put them at the forefront. One of the most popular social media tools of today is Instagram, which first met its users in 2010. Scientific research shows that auditory and visual contents are more striking and more memorable. Therefore, the popularity of Instagram is not surprising. In this context, the study aims to examine how sports clubs use Instagram in the context of sports communication. There are 61 federations that are connected to the Ministry of Youth and Sports of Turkish Republic. Turkish Football Federation has an autonomous structure connected to the Ministry of Youth and Sports of Turkish Republic. There are currently 13 leagues connected to the Turkish Football Federation. The highest leveled one of these leagues is the Spor Toto Super League which has a large number of fans. Every sports club must be in contact with its stakeholders, especially its supporters. Because of the large number of supporters, the sample of the study was determined as the Instagram accounts of the football teams within the Spor Toto Super League