Online purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements

Küçük Resim Yok

Tarih

2024

Dergi Başlığı

Dergi ISSN

Cilt Başlığı

Yayıncı

Emerald Group Publishing Ltd

Erişim Hakkı

info:eu-repo/semantics/closedAccess

Özet

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.

Açıklama

Anahtar Kelimeler

eWOM, Advertising, Buyer behavior, Consumer, Celebrity endorsement

Kaynak

International Journal of Sports Marketing & Sponsorship

WoS Q Değeri

N/A

Scopus Q Değeri

Q2

Cilt

25

Sayı

3

Künye