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

Öz

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.

Anahtar Kelimeler

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

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Ayrıntılar

Birincil Dil

İngilizce

Konular

Spor Faaliyetleri Yönetimi

Bölüm

Araştırma Makalesi

Yazarlar

Deniz Erdoğan
0009-0009-3244-8137
Türkiye

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

Erken Görünüm Tarihi

12 Ağustos 2025

Yayımlanma Tarihi

26 Ağustos 2025

Gönderilme Tarihi

8 Temmuz 2025

Kabul Tarihi

5 Ağustos 2025

Yayımlandığı Sayı

Yıl 2025 Cilt: 6 Sayı: 2

IZ

https://izlik.org/JA43JG82FB

Kaynak Göster

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

AMA

1.Erdoğan D, Akoğlu HE. FROM EWOM TO BRAND LOYALTY: EXPLORING DIGITAL BEHAVIORS OF SPORTS CONSUMERS THROUGH THE S-O-R FRAMEWORK. CUSPOR. 2025;6(2):93-108. https://izlik.org/JA43JG82FB

Chicago

Erdoğan, Deniz, ve Halil Erdem Akoğlu. 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.

EndNote

Erdoğan D, Akoğlu HE (01 Ağustos 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.

IEEE

[1]D. Erdoğan ve H. E. Akoğlu, “FROM EWOM TO BRAND LOYALTY: EXPLORING DIGITAL BEHAVIORS OF SPORTS CONSUMERS THROUGH THE S-O-R FRAMEWORK”, CUSPOR, c. 6, sy 2, ss. 93–108, Ağu. 2025, [çevrimiçi]. Erişim adresi: https://izlik.org/JA43JG82FB

ISNAD

Erdoğan, Deniz - Akoğlu, Halil Erdem. “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 (01 Ağustos 2025): 93-108. https://izlik.org/JA43JG82FB.

JAMA

1.Erdoğan D, Akoğlu HE. FROM EWOM TO BRAND LOYALTY: EXPLORING DIGITAL BEHAVIORS OF SPORTS CONSUMERS THROUGH THE S-O-R FRAMEWORK. CUSPOR. 2025;6:93–108.

MLA

Erdoğan, Deniz, ve Halil Erdem Akoğlu. “FROM EWOM TO BRAND LOYALTY: EXPLORING DIGITAL BEHAVIORS OF SPORTS CONSUMERS THROUGH THE S-O-R FRAMEWORK”. Sivas Cumhuriyet Üniversitesi Spor Bilimleri Dergisi, c. 6, sy 2, Ağustos 2025, ss. 93-108, https://izlik.org/JA43JG82FB.

Vancouver

1.Deniz Erdoğan, Halil Erdem Akoğlu. FROM EWOM TO BRAND LOYALTY: EXPLORING DIGITAL BEHAVIORS OF SPORTS CONSUMERS THROUGH THE S-O-R FRAMEWORK. CUSPOR [Internet]. 01 Ağustos 2025;6(2):93-108. Erişim adresi: https://izlik.org/JA43JG82FB