FAN TOKENS IN THE CONTEXT OF CUSTOMER CITIZENSHIP

Abstract

In the foundations of relationship marketing based on trust and commitment, ""Citizen Behavior"" is included in the outputs of the behavior dimension of the relationship. “Customer citizen behavior” is an important field of study that should be emphasized in terms of co-creation of values, which is one of the indicators of service dominant logic, which is one of the paradigm changes it has gone through over the years in the structure of marketing that requires and compels change. This issue was chosen in terms of sports fans with high levels of commitment in terms of incorporating many dimensions of customer-citizen behavior. In summary, the purpose of this study is to reveal how marketing realizes the reflection of creating value with its customers in digital transformation with fan tokens.