Digital Whispers in the Age of Consumerism: Electronic Word-of-Mouth’s Invisible Touch on Consumer Decisions!

This study aims to examine the effects of electronic word-of-mouth on hedonic and utilitarian consumption behaviors. Since the field of sports simultaneously encompasses motives based on both emotional pleasure and functional benefit, it provides an appropriate context for evaluating the effects of electronic word-of-mouth on these two consumption orientations. Unlike previous studies that mainly focused on general purchase intentions, this research reveals how electronic word-of-mouth influences consumers through both emotional (hedonic) and rational (utilitarian) motivations. The research group comprises students from the Faculty of Sport Sciences at Atatürk University who use social media and read or share online product/service reviews. A total of 633 participants were included in the study sample, of whom 379 were female (59.9%) and 254 were male (40.1%). These participants were selected using the convenience sampling method and took part in the study on a voluntary basis. The research was conducted in line with the correlational survey model and cross-sectional design, with data collected in a classroom setting between March 15 and March 31, 2025. The findings indicate that electronic word-of-mouth has a positive and significant effect on both hedonic and utilitarian consumption behaviors. Moreover, the effect of electronic word-of-mouth on hedonic consumption was found to be stronger. These results demonstrate that online user reviews serve not only as sources of information but also as emotional and social interaction tools that shape consumer behavior, thereby providing both theoretical insights and practical guidance for marketing professionals in developing electronic word-of-mouth strategies tailored to consumer motivations.

Cite this article as: Aydın, G. (2026). Digital whispers in the age of consumerism: Electronic word-of-mouth’s invisible touch on consumer decisions!. Research in Sports Science, 16, 0060, doi: 10.5152/rss.2026.25060.