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

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dc.authoridAkoglu, Halil Erdem/0000-0002-0818-7143
dc.authoridOzbek, Oguz/0000-0003-2405-1622
dc.contributor.authorAkoglu, Halil Erdem
dc.contributor.authorOzbek, Oguz
dc.date.accessioned2024-11-07T13:31:22Z
dc.date.available2024-11-07T13:31:22Z
dc.date.issued2024
dc.departmentNiğde Ömer Halisdemir Üniversitesi
dc.description.abstractPurposeThe 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.
dc.identifier.doi10.1108/IJSMS-09-2023-0193
dc.identifier.endpage523
dc.identifier.issn1464-6668
dc.identifier.issn2515-7841
dc.identifier.issue3
dc.identifier.scopus2-s2.0-85185666800
dc.identifier.scopusqualityQ2
dc.identifier.startpage499
dc.identifier.urihttps://doi.org/10.1108/IJSMS-09-2023-0193
dc.identifier.urihttps://hdl.handle.net/11480/14805
dc.identifier.volume25
dc.identifier.wosWOS:001162837400001
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherEmerald Group Publishing Ltd
dc.relation.ispartofInternational Journal of Sports Marketing & Sponsorship
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_20241106
dc.subjecteWOM
dc.subjectAdvertising
dc.subjectBuyer behavior
dc.subjectConsumer
dc.subjectCelebrity endorsement
dc.titleOnline purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements
dc.typeArticle

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