Consumption, Identity and Passion: The Role of eWOM, Materialism and Social Media in Sport Consumers

Authors : Halil Erdem Akoğlu

Pages : 275-295

View : 46 | Download : 106

Publication Date : 2025-09-30

Article Type : Research Paper

Abstract :The purpose of this study is to examine the effects of materialism, social media addiction, and word-of-mouth communication on compulsive purchases among sports consumers. In the study, the data collection tools used were the “Compulsive Purchasing Scale,” “Social Media Addiction Scale,” “Electronic Word-of-Mouth Communication Scale,” and finally the “Materialism Scale,” all of which were prepared by the researchers. Appropriate statistical software packages (SPSS, AMOS, SMART PLS) will be used to analyze the obtained data. Confirmatory factor analysis will be conducted for scale adaptation studies. The normality of the data will be tested by considering the kurtosis and skewness values. Additionally, Mardia\\\'s (1970) web-based application will be used to test the multivariate normality assumption of the data prior to structural equation modeling. To test for common method bias in the data, one of the most commonly used methods, Harman\\\'s single-factor analysis, will be employed.
Keywords : Tüketim, sosyal medya, özdeşleşme, materyalizm

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