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

Halil Erdem Akoglu (Department of Sport Management, Faculty of Sports Sciences, Niğde Ömer Halisdemir University, Niğde, Turkey)
Oğuz Özbek (Department of Sport Management, Faculty of Sports Sciences, Ankara University, Ankara, Turkey)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 20 February 2024

523

Abstract

Purpose

The 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/approach

To 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.

Findings

As 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 implications

Marketers 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/value

This 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.

Keywords

Citation

Akoglu, H.E. and Özbek, O. (2024), "Online purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements", International Journal of Sports Marketing and Sponsorship, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJSMS-09-2023-0193

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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