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    Online purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements
    (Emerald Group Publishing Ltd, 2024) Akoglu, Halil Erdem; Ozbek, Oguz
    PurposeThe aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.Design/methodology/approachTo test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.FindingsAs a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.Practical implicationsMarketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.Originality/valueThis research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.
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    The impact of mental toughness on resilience and well-being: A comparison of hearing-impaired and non-hearing-impaired athletes
    (Wiley, 2024) Akoglu, Halil Erdem; Cengiz, Caner; Hazar, Zekihan; Erdeveciler, Ovunc; Balci, Velittin
    The purpose of this study is to investigate the impact of mental toughness levels on the psychological resilience and mental well-being levels of hearing impaired and non-hearing impaired athletes and the extent of the difference between hearing impaired and non-hearing impaired athletes. The study group of the research consisted of 121 hearing impaired and 127 non-hearing-impaired athletes who continue their active sports life in Turkey. Convenience sampling method for non-hearing-impaired athletes and snowball sampling method for hearing impaired athletes were used for data collection. Data was collected online with Google Forms. In the study, structural equation modelling was conducted with Smart PLS program. In Model A, the direct effect of mental toughness on mental well-being and resilience was determined. Model B showed that mental toughness directly affected mental well-being and resilience. Mental toughness has a direct effect on psychological resilience and mental well-being of hearing-impaired athletes and non-hearing-impaired athletes. In addition, the mental toughness, psychological resilience and mental well-being levels of hearing-impaired athletes are higher than those of non-hearing-impaired athletes.
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    The perceived effect of digital transformation and resultant empowerment on job performance of employees in the fitness family business
    (Emerald Group Publishing Ltd, 2024) Yildiz, Kadir; Akoglu, Halil Erdem; Emir, Esra; Angosto, Salvador; Garcia-Fernandez, Jeronimo
    PurposeThe impact of technological transformations in all sectors is undeniably significant, especially in fitness family business. The aim is to examine the digital transformation perceptions of fitness centre employees and the effects of perceived empowerment on their job performance in family business in Turkey.Design/methodology/approachThe sample was 334 fitness centre employees. Four variables were evaluated (digital transformation, meaning competence, self-determination and job performance), and PLS-SEM was used.FindingsThe digital transformation process in the fitness sector can be considered as an important factor in terms of creating new business ventures. Our results showed that digital transformation perceived by family business employees had a significantly influence on the meaning competence of the employees. Also, the meaning competence of employees was a mediator between the digital transformation and job performance.Practical implicationsManagers of family businesses must take into account that an appropriate digital transformation of their products and/or services has an impact on the meaning competence of their employees. Thus, through increased competence in employee performance, the digitization of family business fitness will lead to higher employee performance and productivity.Originality/valueThis study innovates by linking digital transformation as a factor influencing the coach's own motivation and self-perceived competence in the use of technology to their job performance.
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    Why do athletes consume luxury brands? A study on motivations and values from the lens of theory of prestige consumption
    (Emerald Group Publishing Ltd, 2024) Akoglu, Halil Erdem; Yildiz, Kadir; Kumar, Sushant
    PurposeAlthough extant literature exists on luxury consumption, limited studies have focused on motivation and values to consume luxury brands among athletes. The study aims to uncover the motivations that guide athletes' decision-making processes to consume luxury brands.Design/methodology/approachThe study utilized the theory of prestige consumption to develop a model. The model posits that bandwagon, snob and veblen motivations guide athletes to seek social and conspicuous values in their consumption of luxury brands. A survey-based questionnaire approach was used to collect data from 343 athletes from Turkey by considering brands from different product categories.FindingsFindings indicated that bandwagon and veblen motivations are associated with social and conspicuous values. The findings also suggested that bandwagon, snob and veblen motivation are positively associated with luxury consumption intentions. Also, the social and conspicuous values of athletes determine their intentions to consume luxury. The mediating effects of social and conspicuous values are also confirmed.Originality/valueThe study's findings are first to empirically examine the influence of motivations on social and conspicuous value among athletes. The results show that the luxury consumption motivations of the athletes have a strong role in their intention to purchase luxury products. The findings also offer novel managerial implications.