FROM EWOM TO BRAND LOYALTY: EXPLORING DIGITAL BEHAVIORS OF SPORTS CONSUMERS THROUGH THE S-O-R FRAMEWORK

Deniz Erdoğan; Halil Erdem Akoğlu

EN TR

FROM EWOM TO BRAND LOYALTY: EXPLORING DIGITAL BEHAVIORS OF SPORTS CONSUMERS THROUGH THE S-O-R FRAMEWORK

Abstract

This study aims to examine the effects of electronic word-of-mouth (eWOM) and social media usage on consumer loyalty and repurchase intention in the context of sports consumption, using the Stimulus-Organism-Response (S-O-R) framework. In the proposed model, brand awareness and brand trust are positioned as mediating variables that explain the psychological mechanisms through which digital stimuli influence behavioral outcomes. Data were collected from 436 sports consumers who have previously purchased sports-related products or services online. Structural equation modeling (SEM) was employed to test the proposed hypotheses. The results indicate that both eWOM and social media usage positively affect brand awareness and brand trust, which in turn significantly increase consumer loyalty and repurchase intention. Additionally, brand awareness and brand trust were found to mediate the relationships between digital interactions and behavioral responses. The study contributes to the literature by empirically validating the S-O-R model in a digital sports marketing context and offers practical implications for brand managers seeking to foster long-term consumer relationships through online engagement strategies.

Keywords

FROM EWOM TO BRAND LOYALTY: EXPLORING DIGITAL BEHAVIORS OF SPORTS CONSUMERS THROUGH THE S-O-R FRAMEWORK

Öz

Bu çalışma, spor tüketimi bağlamında elektronik ağızdan ağıza iletişim (eWOM) ve sosyal medya kullanımının tüketici sadakati ve yeniden satın alma niyeti üzerindeki etkilerini Uyarıcı-Organizma-Tepki (S-O-R) modeli çerçevesinde incelemeyi amaçlamaktadır. Önerilen modelde, marka farkındalığı ve marka güveni, dijital uyaranların davranışsal sonuçlara nasıl dönüştüğünü açıklayan aracılık değişkenleri olarak konumlandırılmıştır. Veriler, daha önce çevrim içi spor ürünü veya hizmeti satın almış 436 spor tüketicisinden toplanmıştır. Hipotezler, yapısal eşitlik modellemesi (SEM) ile test edilmiştir. Bulgular hem eWOM’un hem de sosyal medya kullanımının marka farkındalığı ve marka güveni üzerinde olumlu etkiler yarattığını, bu psikolojik değişkenlerin ise tüketici sadakati ve yeniden satın alma niyeti üzerinde anlamlı biçimde etkili olduğunu ortaya koymuştur. Ayrıca, marka farkındalığı ve güveninin dijital etkileşimler ile davranışsal sonuçlar arasındaki ilişkide aracılık rolü oynadığı doğrulanmıştır. Bu çalışma, S-O-R modelinin dijital spor pazarlaması bağlamında ampirik olarak test edilmesiyle literatüre katkı sağlamakta ve marka yöneticilerine çevrim içi etkileşim stratejileri yoluyla uzun vadeli tüketici ilişkileri geliştirmeleri konusunda pratik öneriler sunmaktadır.

Anahtar Kelimeler

References

Aaker, D. A. (1992). The value of brand equity. Journal of business strategy, 13(4), 27-32.
Aaker, D. A. (1996). Building strong brands. New York: Free Press.
Abbas, U., Islam, K. A., Hussain, S., Baqir, M., & Muhammad, N. (2021). Impact of brand image on customer loyalty with the mediating role of customer satisfaction and brand awareness. International Journal of Marketing Research Innovation, 5(1), 1-15.
Akoglu, H. E., & Özbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130-2148.
Akoglu, H. E., & Özbek, O. (2024). Online purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements. International Journal of Sports Marketing and Sponsorship(ahead-of-print).
Ali, D., & Javed, M. (2023). Impact of electronic word of mouth on purchase intention: Mediating role of brand trust and product involvement. JSOM, 2, 1-13.
Ali, H. (2019). Building repurchase intention and purchase decision: brand awareness and brand loyalty analysis (case study private label product in Alfamidi Tangerang). Saudi Journal of Humanities and Social Sciences, 4(09), 623-634.
Alkhasoneh, O. M., Jamaludin, H., Bin Zahar, A. R. i., & Al-Sharafi, M. A. (2025). Drivers of social media use among SMEs and its impact on brand awareness and customer engagement. Asia-Pacific Journal of Business Administration, 17(3), 595-615.

Aquinia, A., Soliha, E., Liana, L., & Wahyudi, D. (2021). The Role of Perceived Quality and Brand Loyalty Influencing Repurchase Intention. The 3rd International Conference on Banking, Accounting, Management and Economics (ICOBAME 2020),
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & marketing, 32(1), 15-27.
Astari, M. F., Musa, C. I., Haeruddin, M. I. W., Musa, M. I., & Ruma, Z. (2025). Pengaruh brand awareness dan electronic word of mouth marketing terhadap repurchase intention melalui customer satisfaction sebagai variabel intervening pada fashion erigo di aplikasi shopee (Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis, Univers. Wawasan: Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan, 3(1), 38-57.
Astawa, I. G. B., & Rahanatha, G. (2021). The influence of brand awareness on repurchase intention with perceived quality as mediation variable. American Journal of Humanities and Social Sciences Research (AJHSSR), 5(4), 253-259.
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559-572.
Barreda, A. A., Bilgihan, A., & Kageyama, Y. (2015). The role of trust in creating positive word of mouth and behavioral intentions: The case of online social networks. Journal of Relationship Marketing, 14(1), 16-36.
Bauer, H. H., Stokburger-Sauer, N. E., & Exler, S. (2008). Brand image and fan loyalty in professional team sport: A refined model and empirical assessment. Journal of Sport Management, 22(2), 205-226.
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & management studies: an international journal, 6(1), 128-148.
Borah, P. S., Iqbal, S., & Akhtar, S. (2022). Linking social media usage and SME's sustainable performance: The role of digital leadership and innovation capabilities. Technology in Society, 68, 101900.
Busser, J. A., & Shulga, L. V. (2019). Involvement in consumer-generated advertising: Effects of organizational transparency and brand authenticity on loyalty and trust. International journal of contemporary hospitality management, 31(4), 1763-1784.
Cain, M. K., Zhang, Z., & Yuan, K.-H. (2017). Univariate and multivariate skewness and kurtosis for measuring nonnormality: Prevalence, influence and estimation. Behavior research methods, 49, 1716-1735.
Chang, H.-J., Eckman, M., & Yan, R.-N. (2011). Application of the Stimulus-Organism-Response model to the retail environment: the role of hedonic motivation in impulse buying behavior. The International review of retail, distribution and consumer research, 21(3), 233-249.
Chari, S., Christodoulides, G., Presi, C., Wenhold, J., & Casaletto, J. P. (2016). Consumer trust in user‐generated brand recommendations on Facebook. Psychology & marketing, 33(12), 1071-1081.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
Chen, L., Li, Y.-Q., & Liu, C.-H. (2019). How airline service quality determines the quantity of repurchase intention-Mediate and moderate effects of brand quality and perceived value. Journal of Air Transport Management, 75, 185-197.
Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision support systems, 54(1), 461-470.
Chih, W.-H., Hsu, L.-C., & Ortiz, J. (2020). The antecedents and consequences of the perceived positive eWOM review credibility. Industrial Management & Data Systems, 120(6), 1217-1243.
Chin, W. W. (1998). Commentary: Issues and opinion on structural equation modeling. In (pp. vii-xvi): JSTOR.
Choi, Y., Thoeni, A., & Kroff, M. W. (2018). Brand actions on social media: Direct effects on electronic word of mouth (eWOM) and moderating effects of brand loyalty and social media usage intensity. Journal of Relationship Marketing, 17(1), 52-70.
Chung, S. (2018). The Structural Relationships among Brand-Consumer Self Congruence, Brand Identification, Brand attitude, Brand Trust and Repurchase Intention on Golf Clothing Brand. Korean Society of Sports Science, 27(3), p491-506.
Cohen, L., Manion, L., & Morrison, K. (2017). Statistical significance, effect size and statistical power. In Research Methods in Education (pp. 739-752). Routledge.
Cuong, D. T. (2024). Examining how factors consumers' buying intention of secondhand clothes via theory of planned behavior and stimulus organism response model. Journal of Open Innovation: Technology, Market, and Complexity, 10(4), 100393.
Çavuşoğlu, S., & Demirağ, B. (2021). Perakende işletmelerinde satılan markaların memnuniyet ve güven ilişkisi içerisinde tekrar satın alma niyetine etkisi. Akademik Araştırmalar ve Çalışmalar Dergisi (AKAD), 13(25), 378-397.
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 101966.
Delgado‐Ballester, E., & Luis Munuera‐Alemán, J. (2005). Does brand trust matter to brand equity? Journal of Product & Brand Management, 14(3), 187-196.
Ding, Y., Tu, R., Xu, Y., & Park, S. K. (2022). Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love. Frontiers in Psychology, 13, 968722.
Du, H. S., Xu, J., Tang, H., & Jiang, R. (2022). Repurchase intention in online knowledge service: The brand awareness perspective. Journal of Computer Information Systems, 62(1), 174-185.
Dülek, B., & Aydın, İ. (2020). Effect of social media marketing on e-wom, brand loyalty, and purchase intent. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(20), 271-288.
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308.
Erdoğan, D. (2025). Spor tüketicilerinin online platformlarda tüketici sadakatinde sosyal medya kullanımı ve elektronik ağızdan ağıza iletişim etkisi Niğde Ömer Halisdemir Üniversitesi]. Niğde.
Firend, A., & Alvandi, S. (2015). Brand awareness and consumer loyalty in Malaysia. Research Journal of Social Sciences, 8(6), 1-5.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
George, D., & Mallery, P. (2019). IBM SPSS statistics 26 step by step: A simple guide and reference. Routledge.
Gladden, J. M., & Funk, D. C. (2002). Developing an understanding of brand associations in team sport: Empirical evidence from consumers of professional sport. Journal of Sport Management, 16(1), 54-81.
Habibi, M. R., Laroche, M., & Richard, M.-O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152-161.
Hafez, M. (2021). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: the mediating role of brand love and brand trust. International Journal of Bank Marketing, 39(7), 1353-1376.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
Hajli, M. N. (2014). A study of the impact of social media on consumers. International journal of market research, 56(3), 387-404.
Hameed, I., Hussain, H., & Khan, K. (2022). The role of green practices toward the green word-of-mouth using stimulus-organism-response model. Journal of Hospitality and Tourism Insights, 5(5), 1046-1061.
Han, M. S., Hampson, D. P., Wang, Y., & Wang, H. (2022). Consumer confidence and green purchase intention: An application of the stimulus-organism-response model. Journal of Retailing and Consumer Services, 68, 103061.
Haq, M. D. u., Tseng, T.-H., Cheng, H.-L., & Chiu, C.-M. (2024). An empirical analysis of eWOM valence effects: Integrating stimulus-organism-response, trust transfer theory, and theory of planned behavior perspectives. Journal of Retailing and Consumer Services, 81, 104026.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of interactive marketing, 18(1), 38-52.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing. Emerald Group Publishing Limited.
Hidayati, A. N., Isabela, B. A., Yuwananda, Y. S., & Gunadi, W. (2021). The effect of nostalgia emotion to brand trust and brand attachment towards repurchase intention. Turkish Journal of Computer and Mathematics Education, 12(3), 4492-4503.
Huang, C.-C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management decision, 55(5), 915-934.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351.
Islam, J. U., & Rahman, Z. (2017). The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm. Telematics and Informatics, 34(4), 96-109.
Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context A State of the Art.
Izzudin, M. S., & Novandari, W. (2018). The Effect of perceived quality, brand image on customer satisfaction and brand awareness toward repurchase intention. Journal of Research in Management, 1(3), 32-43.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Pearson Education.
Keller, K. L., Apéria, T., & Georgson, M. (2008). Strategic brand management: A European perspective. Pearson Education.
Kline, R. B. (2015). Principles and practice of structural equation modeling. Guilford publications.
Krasila, H. (2021). Examining the influence of consumer-to-consumer eWOM source credibility on brand awareness, purchase intention, eWOM intention, and eWOM behavior in Facebook Jyväskylä University ].
Le, M. T. H., Thi Thao, V. N., Le Huynh Huu, A., Nguyen Tuan, H., Nguyen Ngoc Thanh, N., & Thi Hong, V. N. (2024). Establish Trust With Electronic Word-of-Mouth to Improve Brand Equity. Sage Open, 14(4), 21582440241292815.
Leite, Â., Rodrigues, A., Ribeiro, A. M., & Lopes, S. (2024). Contribution of social media addiction on intention to buy in social media sites. Digital, 4(1), 169-181.
Leung, D., & Seah, C. (2022). The impact of crisis-induced changes in refund policy on consumers’ brand trust and repurchase intention. International Journal of Hospitality Management, 105, 103272.
Li, X., Dahana, W. D., Ye, Q., Peng, L., & Zhou, J. (2021). How does shopping duration evolve and influence buying behavior? The role of marketing and shopping environment. Journal of Retailing and Consumer Services, 62, 102607.
Liao, C., Lin, H.-N., Luo, M. M., & Chea, S. (2017). Factors influencing online shoppers’ repurchase intentions: The roles of satisfaction and regret. Information & Management, 54(5), 651-668.
Mabkhot, H. A., Shaari, H., & Md Salleh, S. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal pengurusan, 50, 71-82.
Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of business research, 48(1), 5-15.
Malanda, N. B. (2020). The effect of social media marketing on brand awareness, engagement, and customer value in South Africa: A stimulus-response perspective. University of Pretoria (South Africa).
Mardia, K. V. (1970). Measures of multivariate skewness and kurtosis with applications. Biometrika, 57(3), 519-530.
Marziqah, R., & Albari, A. (2023). The Influence of eWOM and Brand Image on Brand Trust and Purchase Intention of Mixue Ice Cream & Tea Consumers in the Special Region of Yogyakarta. Journal of Business and Management Review, 4(9).
Mehdi, J. S., Mojgan, K., & Masoud, J. (2013). Investigation of the effective factors on brand loyalty and repurchase intention (Case study: Iranian Consumers). Research Journal of Recent Sciences
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
Mladenović, D., Todua, N., & Pavlović-Höck, N. (2023). Understanding individual psychological and behavioral responses during COVID-19: Application of stimulus-organism-response model. Telematics and Informatics, 79, 101966.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International journal of advertising, 30(1), 13-46.
Pappas, I., Pateli, A., Giannakos, M., & Chrissikopoulos, V. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management, 42(3), 187-204.
Pentina, I., Zhang, L., & Basmanova, O. (2013). Antecedents and consequences of trust in a social media brand: A cross-cultural study of Twitter. Computers in Human Behavior, 29(4), 1546-1555.
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of applied psychology, 88(5), 879.
Podsakoff, P. M., MacKenzie, S. B., & Podsakoff, N. P. (2012). Sources of method bias in social science research and recommendations on how to control it. Annual review of psychology, 63(1), 539-569.
Pourkabirian, A., Habibian, M., & Pourkabirian, A. (2021). Brand Attitude in Social Networks: The Role of eWoM. arXiv preprint arXiv:2109.15315.
Pranata, Z., & Permana, D. (2021). Identifying the role of brand loyalty in the relationship between brand awareness, brand association and repurchase intention. European Journal of Business and Management Research, 6(1), 129-133.
Prasad, S., Gupta, I. C., & Totala, N. K. (2017). Social media usage, electronic word of mouth and purchase-decision involvement. Asia-Pacific Journal of Business Administration, 9(2), 134-145.
Prodanova, J., San-Martín, S., & Jiménez, N. (2020). Achieving customers’ repurchase intention through stimuli and site attachment. Journal of Organizational Computing and Electronic Commerce, 30(3), 187-208.
Rafiq, M. R., Rai, I. H., & Hussain, S. (2020). The impact of logo shapes redesign on brand loyalty and repurchase intentions through brand attitude. International review of management and marketing, 10(5), 117.
Rauyruen, P., Miller, K. E., & Groth, M. (2009). B2B services: Linking service loyalty and brand equity. Journal of Services Marketing, 23(3), 175-186.
Ringle, C. M., Wende, S., & Becker, J.-M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH, 584.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2022). Partial Least Squares Structural Equation Modeling. In C. Homburg, M. Klarmann, & A. Vomberg (Eds.), Handbook of Market Research (pp. 587-632). Springer International Publishing. https://doi.org/10.1007/978-3-319-57413-4_15
Sasmita, J., & Suki, N. M. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management, 43(3), 276-292.
Seifert, C., & Kwon, W.-S. (2020). SNS eWOM sentiment: impacts on brand value co-creation and trust. Marketing Intelligence & Planning, 38(1), 89-102.
Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36-41.
Shahid, Z., Hussain, T., & Zafar, F. (2017). The impact of brand awareness on the consumers’ purchase intention. Journal of Accounting & Marketing, 6(01), 34-38.
Shalehah, A., Trisno, I. L. O., Moslehpour, M., & Cor, P.-K. L. (2019). The effect of Korean beauty product characteristics on brand loyalty and customer repurchase intention in Indonesia. 2019 16th International Conference on Service Systems and Service Management (ICSSSM),
Shin, Y., Thai, V. V., Grewal, D., & Kim, Y. (2017). Do corporate sustainable management activities improve customer satisfaction, word of mouth intention and repurchase intention? Empirical evidence from the shipping industry. The International Journal of Logistics Management, 28(2), 555-570.
Sijoria, C., Mukherjee, S., & Datta, B. (2018). Impact of the antecedents of eWOM on CBBE. Marketing Intelligence & Planning, 36(5), 528-542.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of marketing, 66(1), 15-37.
Sohaib, M., & Han, H. (2023). Building value co-creation with social media marketing, brand trust, and brand loyalty. Journal of Retailing and Consumer Services, 74, 103442.
Srivastava, N. (2024). An Empirical Study on the Mediating Effect of Customer Satisfaction on the Relationship Between Brand Loyalty, Brand Awareness, and Customer Repurchase Intention with Reference to a D2C Brand.
Sultan, P., Wong, H. Y., & Azam, M. S. (2021). How perceived communication source and food value stimulate purchase intention of organic food: An examination of the stimulus-organism-response (SOR) model. Journal of cleaner production, 312, 127807.
Sun, K.-A., & Moon, J. (2024). Relationships between psychological risk, brand trust, and repurchase intentions of bottled water: The moderating effect of eco-friendly packaging. Sustainability, 16(13), 5736.
Sweeney, J., Soutar, G., & Mazzarol, T. (2014). Factors enhancing word-of-mouth influence: positive and negative service-related messages. European journal of marketing, 48(1/2), 336-359.
Tariq, M., Abbas, T., Abrar, M., & Iqbal, A. (2017). EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image. Pakistan Administrative Review, 1(1), 84-102.
Tatar, Ş. B., & Eren-Erdoğmuş, İ. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology & Tourism, 16, 249-263.
Tsai, C. M., Huang, Y. F., & Lou, K. R. (2025). The Effects of Service Quality, Brand Loyalty, and Customer Satisfaction on Repurchase Intention: An Empirical Case Study of Online Travel Agents in Taiwan. Asia Pacific Viewpoint.
Vietrandita, K. A. B., Dianita, I. A., & Priastuty, C. W. (2024). The Influence of E-Wom on Tiktok Accounts of Brand Tenue De Attire on Brand Awareness. Daengku: Journal of Humanities and Social Sciences Innovation, 4(5), 836-851.
Voorveld, H. A., Van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of advertising, 47(1), 38-54.
Williams, J., & Chinn, S. J. (2010). Meeting relationship-marketing goals through social media: A conceptual model for sport marketers. International journal of sport communication, 3(4), 422-437.
Yadav, M., Pandey, D., Kakkar, A., & Farhan, M. (2024). Linking brand trust and attitude with purchase intention of indian organic food customers: An S–OR Model based analysis. Organic Agriculture, 1-17.
Yu, Z., Klongthong, W., Thavorn, J., & Ngamkroeckjoti, C. (2021). Understanding rural Chinese consumers’ behavior: A stimulus–organism–response (SOR) perspective on Huawei’s brand loyalty in China. Cogent Business & Management, 8(1), 1880679.
Yuan, B., & Peluso, A. M. (2020). The impact of electronic entrepreneur-related word of mouth on brand evaluation. Journal of Brand Management, 27(5), 579-592.
Zeqiri, J., Koku, P. S., Dobre, C., Milovan, A.-M., Hasani, V. V., & Paientko, T. (2025). The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies. Marketing Intelligence & Planning, 43(1), 28-49. https://doi.org/10.1108/MIP-06-2023-0248
Zhao, J., Butt, R. S., Murad, M., Mirza, F., & Saleh Al-Faryan, M. A. (2022). Untying the influence of advertisements on consumers buying behavior and brand loyalty through brand awareness: the moderating role of perceived quality. Frontiers in Psychology, 12, 803348.
Zhu, B., Kowatthanakul, S., & Satanasavapak, P. (2020). Generation Y consumer online repurchase intention in Bangkok: Based on Stimulus-Organism-Response (SOR) model. International Journal of Retail & Distribution Management, 48(1), 53-69.

Details

Primary Language

English

Subjects

Sports Activity Management

Journal Section

Research Article

Authors

Deniz Erdoğan
0009-0009-3244-8137
Türkiye

Halil Erdem Akoğlu ^*
0000-0002-0818-7143
Türkiye

Early Pub Date

August 12, 2025

Publication Date

August 26, 2025

Submission Date

July 8, 2025

Acceptance Date

August 5, 2025

Published in Issue

Year 2025 Volume: 6 Number: 2

IZ

https://izlik.org/JA43JG82FB

Cite

RIS / Bibtex

APA

Erdoğan, D., & Akoğlu, H. E. (2025). FROM EWOM TO BRAND LOYALTY: EXPLORING DIGITAL BEHAVIORS OF SPORTS CONSUMERS THROUGH THE S-O-R FRAMEWORK. Sivas Cumhuriyet Üniversitesi Spor Bilimleri Dergisi, 6(2), 93-108. https://izlik.org/JA43JG82FB