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

Yıl 2025, Cilt: 6 Sayı: 2, 93 - 108

Deniz Erdoğan , Halil Erdem Akoğlu

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

eWOM Sosyal Medya Marka Yeniden Satın Alma Niyeti Sadakat

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

Yıl 2025, Cilt: 6 Sayı: 2, 93 - 108

Deniz Erdoğan , Halil Erdem Akoğlu

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

eWOM social media brand repurchase intention loyalty

Kaynakça

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  • Aaker, D. A. (1996). Building strong brands. New York: Free Press.
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  • 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.
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  • 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.
Toplam 117 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Spor Faaliyetleri Yönetimi
Bölüm Araştırma Makaleleri
Yazarlar

Deniz Erdoğan 0009-0009-3244-8137

Halil Erdem Akoğlu 0000-0002-0818-7143

Erken Görünüm Tarihi 12 Ağustos 2025
Yayımlanma Tarihi
Gönderilme Tarihi 8 Temmuz 2025
Kabul Tarihi 5 Ağustos 2025
Yayımlandığı Sayı Yıl 2025Cilt: 6 Sayı: 2

Kaynak Göster

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.
 Kapak Resmi İndir