...Halil Erdem Akoglu; Oğuz Özbek 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...

...Soojin Kim; Yongjae Kim In the diffusion of innovation framework, this study identified three distinct segments of golf product consumers using a cluster analysis and explored potential differences between segments on communication behaviours related to innovativeness. Results indicate...