KONTAKT
Dr. Hakan Yilmaz │ wiss. Mitarbeiter
E-Mail: hyilmaz@uni-mainz.de
Tel.: 06131 / 39-32281
Raum: 00-136 (Container)
Sprechstunde: nach Vereinbarung
Dr. Hakan Yılmaz is a senior lecturer in the Department of Sport Economics, Sociology and History at the Institute of Sport Science at Johannes Gutenberg University Mainz since 2025.
After completing his bachelor's and postgraduate degrees at the Marmara University Business Administration Department, he earned his Phd. Degree from the Marketing Chair of the Istanbul University Social Sciences Institute in 2020. He conducted his dissertation research on fan behaviour and its influence on sponsor brands within the sports marketing perspective. He is currently conducting research on sports consumption, sponsorship, well-being, event management, and brand management.
Other Activities (Sonstige Aktivitäten):
2020-2025: Asst. Professor of the Sports Management Department & MBA Programs
2024: Lecturer at the High Performance Innovative Coaching Master Program at JGU Mainz.
2024: Delegate of the Turkish University Sports Federation
2023: Show Caller for the 2023 UEFA Champions League Final Gala Night
2018: Show Caller for the 2018 Turkish Basketball Super League Allstar Game
2017: Show Caller for the FIBA 2017 EuroBasket Championship in Istanbul
2016: Guest Lecturer at the Universität Bayreuth, Sports Management Program
2011-2015: Research Assistant at the Yıldız Technical University
Forschungsschwerpunkte
- Sports Fandom
- Consumer Behaviour
- Event Management
- Brand Management
- Well-being
- Sponsorship and Marketing Communications
Yılmaz, H. & Tınaz, C. (2023) Consumerisation of Information Technologies in Sports: Opportunities and Challenges in the Age of Digital Natives, Sports Sponsorship and Branding – Global Perspectives and Emerging Trends, Routledge. https://doi.org/10.4324/9781003458890
Yılmaz, H. & Enginkaya, E. (2015) Brand followers: motivations and attitudes of consumers to follow brands in social media, International Journal of Internet Marketing and Advertising, Vol. 9 (1). https://doi.org/10.1504/IJIMA.2015.068356
Enginkaya, E. & Yılmaz, H. (2014) What Drives Consumers to Interact with Brands through Social Media? A Motivation Scale Development Study, Procedia-Social and Behavioral Sciences 148, 219-226. doi:10.1016/j.sbspro.2014.07.037
Scientific Proceedings:
Yılmaz, H. & Ozaydin, S. (2024) “Will” or “Should” You Watch the Olympics? A Self-Determination Theory Model on Spectators’ Watching Intentions and the Role of the Fear-of-Missing-Out and Bandwagon Effects", oral presentation at the 11th International Olympic Sport Business Symposium, 8th August, Paris.
Yılmaz, H. & Ozaydin, S. (2023) Attitudes And Behavioral Intentions Of Turkish National Team Fans And The Role Of Nationalism: A Structural Equation Model Test Under EURO 2020 Football Championship Context, 21st International Sports Sciences Congress, Antalya.
Yılmaz, H. (2015) “Influence of consumers’ self-brand connections on purchase intentions.”, 1st International Conference on Social Sciences, Istanbul, Turkey.
Yılmaz, H. (2014) “Collective fan identification and its influence on team related consumption”, 22nd European Sport Management Conference, Coventry, UK.
Yılmaz, H. (2014) “Fandom Motivations and Rivalienation: How They Influence Fan Consumption?”, 18. Jahrestagung des Arbeitskreise Sportökonomie, Bayreuth, Germany.
Yılmaz, H. (2011) “Social Media Marketing in Professional Team Sports” International Sports Economy & Management Congress, 2011, Izmir, Turkey
Yılmaz, H. (2011) “Evaluating The Service Quality Perceptions of Customers Towards Private Shopping Web Sites”, 13th Annual GBATA International Conference, July 2011, Istanbul, Turkey.
Yılmaz, H. (2009) “Sports Marketing and Sponsorships”, 11th ICHPER-SD Europe Regional Congress, April, Antalya, Turkey.
TBC