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The effect of organization-public relations on sports fan loyalty

Public relations practitioners are obliged to facilitate the dialogue between the organization and public. Dialogue plays an important role in sports clubs because the gathering of people from different perspectives and opinions formed by fan groups for a common goal is based on dialogue and tolerance. Public relations theories have important applications for sports clubs to improve their relations with their fan groups. Linking the relational results to the public relations process can contribute to a better understanding of the mission and vision of sports clubs by fan groups and to measure their support. Within the scope of the research, it was aimed to determine the effective strategies necessary for sports clubs to increase the number of fans and their support. In this context, as a result of the research conducted on 176 sports fans, it has been found out that public relations strategies (control mutuality, trust, satisfaction) are the pioneers of fans loyalty. Also, public relations perceptions were found to be a determining factor in supporting behaviors towards sports clubs. Sports fans define their relationship with sports organizations as a communal relationship based on one-sided support rather than an exchange based on mutual benefits. As a result of the research, some suggestions are made for sports clubs to improve the quality of their relations with their supporters’ groups.