A Study on Consumer Animosity, Negative WOM (nWOM), and Boycott Behaviours of Rival Football Fans

Year 2022, , 227 - 242, 29.07.2022

Talha Bayır , Hasan Osmanoğlu

https://doi.org/10.17233/sosyoekonomi.2022.03.12

Abstract

This study aims to determine the effects of consumer animosity on boycott motivation through Negative WOM. The sample population of this study, which was carried out on rival football fans, consists of 408 people selected by a convenient sampling method. Considering the research analyses, the relationship levels between the variables were determined. Reliability and validity analyses were applied. Then, the effect and mediation levels between the variables were determined by Structural Equation Modelling. According to the results, it was found that consumer animosity had a positive and significant effect on boycott motivation through negative WOM.

Keywords

Consumer Animosity, Negative Word of Mouth (nWOM), Boycott Motivation, Rival Football Fans, Licensed Fan Products

Rakip Futbol Taraftarlarının Tüketici Düşmanlığı, Negatif Ağızdan Ağıza İletişim (nWOM) ve Boykot Davranışları Üzerine Bir Araştırma

Abstract

Araştırma ile amaçlanan, tüketici düşmanlığının, negatif WOM aracılığı ile boykot motivasyonu üzerindeki etkileri ortaya koymaktır. Rakip futbol taraftarları üzerine gerçekleşen bu araştırmanın örneklem kitlesini, kolayda örnekleme yöntemi ile seçilen toplam olarak 408 kişi oluşturmaktadır. Araştırma analizleri kapsamında, öncelikle değişkenler arasındaki ilişki düzeyleri tespit edilmiştir. Ardından, güvenilirlik ve geçerlilik analizleri gerçekleştirilmiştir. Daha sonra ise, yapısal eşitlik modellemesi ile değişkenler arasındaki etki ve aracılık düzeyleri belirlenmiştir. Araştırma sonuçları neticesinde, tüketici düşmanlığının, negatif WOM aracılığı ile boykot motivasyonunu pozitif ve anlamlı bir düzeyde etkilediği bulgusuna ulaşılmıştır.

Keywords

Tüketici Düşmanlığı, Negatif Ağızdan Ağıza İletişim (nWOM), Boykot Motivasyonu, Rakip Futbol Taraftarları, Lisanslı Taraftar Ürünleri

References

• Abdul-Talib, N.A. et al. (2016), “A Study on the Boycott Motivations of Malaysian non-Muslims”, Journal of Islamic Marketing, 7(3), 264-287.
• Abosag, I. & M.F. Farah (2014), “The Influence of Religiously Motivated Consumer Boycotts on Brand Image, Loyalty and Product Judgment”, European Journal of Marketing, 48(11-12), 2262-2283.
• Ahmed, Z. et al. (2013), “To Purchase or Not to Purchase US Products: Role of Religiosity, Animosity, and Ethno-Centrism Among Malaysian Consumers”, Journal of Services Marketing, 27(7), 551-563.
• Albayati, M.S. et al. (2012), “Participate in Boycott Activities Toward Danish Products From The Perspective of Muslim Consumer”, American Journal of Economics, Special issue, 120-124.
• Ali, B.J. (2021), “Impact of Consumer Animosity, Boycott Participation, Boycott Motivation, and Product Judgment on Purchase Readiness or Aversion of Kurdish Consumers in Iraq”, Journal of Consumer Affairs, 55, 504-523.
• Antonetti, P. et al. (2019), “Why Consumer Animosity Reduces Product Quality Perceptions: The Role of Extreme Emotions in International Crises”, International Business Review, 28, 739-753.
• Ben Mrad, S. et al. (2014), “Do Consumers Forgive? A Study of Animosity in the MENA Region”, Journal of International Consumer Marketing, 26(2), 153-166.
• Browne, M.W. & R. Cudeck (1993), “Alternative Ways of Assessing Model Fit”, in: K.A. Bollen & J.S. Long (eds.), Testing Structural Equation Models (136-162), Beverly Hills, CA: Sage Publishers.
• Çavuşoğlu, S. & B. Demirağ (2021), “The Effect of Brand Hate on Negative Word of Mouth Communication and Non-Repurchase Intention”, Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 42, 261-275.
• Charlett, D. et al. (1995), “How Damaging is Negative Word of Mouth?”, Marketing Bulletin, 6, 42-50.
• Chen Lin, H. (2012), “Essays on Word of Mouth”, PhD Dissertation, Faculty of Purdue University, Graduate School, Indiana, U.S.A.
• De Nisco, A. et al. (2013), “The Influence of Animosity, Consumer Ethnocentrism and Country Image Perception on Product Receptivity. A Survey on Italian Consumers”, Conference Paper, International Marketing Trends Conference, Paris.
• Dessy, K. et al. (2017), “Boycotting Foreign Products: A Study of Indonesian Muslim Consumers”, Journal of Islamic Marketing, 8(1), 1-30.
• Friedman, M. (1985), “Consumer Boycotts in the United States, 1970 -1980: contemporary events in historical perspective”, Journal of Consumer Affairs, 19(2), 96-117.
• Garrett, D.E. (1987), “The effectiveness of marketing policy boycotts: Environmental opposition to marketing”, Journal of Marketing, 51(2), 46-57.
• George, D. & M. Mallery (2010), SPSS for Windows Step by Step: A Simple Guide and Reference, Boston: Pearson Edition.
• Giang, N.T. (2015), “The Impact of Consumer Animosity and Consumer Ethnocentrism on Intention to Purchase Foreign Products: The Case of Chinese Branded Household Appliances in Vietnam market”, Journal of Economics & Behavioural Studies, 7(4), 22-36.
• Grappi, S. et al. (2013), “Consumer response to corporate irresponsible behaviour: Moral emotions and virtues”, Journal of Business Research, 66(10), 1814-1821.
• Hacıoğlu, G. et al. (2013), “Relationships between Consumer Animosity, Ethnocentrism and Willingness to Buy Foreign Products: Turkish Consumers’ Attitudes towards French Products”, in: 18. Ulusal Pazarlama Kongresi (576-585), Kafkas Üniversitesi, Kars.
• Harmeling, C.M. et al. (2015), “Beyond Anger: A Deeper Look at Consumer Animosity”, Journal of International Business Studies, 108(4), 676-693.
• Huang, Y.A. et al. (2010), “Effects of Animosity and Allocentrism on Consumer Ethnocentrism: Social Identity on Consumer Willingness to Purchase”, Asia Pacific Management Review, 15(3), 359-376.
• Kalaycı, Ş. (2006), SPSS Applied Multivariate Statistics Techniques, Ankara: Asil Broadcast Distribution.
• Kelloway, E.K. (1998), Using LISREL for Structural Equation Modeling, Thousand Oaks, CA: Sage Publishers.
• Klein, J.G. & A. John (2001), “Exploring Motivations for Participation in a Consumer Boycott”, Centre for Marketing Working Paper, London Business School.
• Klein, J.G. et al. (1998), “The animosity model of foreign product purchase: An empirical test on the People's Republic of China”, Journal of Marketing, 62(1), 89-100.
• Lee, H.M. et al. (2021), “The effects of Consumer Ethnocentrism and Consumer Animosity on Perceived Betrayal and Negative Word of Mouth”, Asia Pacific Journal of Marketing and Logistics, 33(3), 712-730.
• Ltifi, M. (2021), “From Boycott to Product Judgment in the Coronavirus Era: Chinese Products Cases”, International Journal of Law and Management, 63(2), 357 368.
• Özer, L. & P. Anteplioğlu (2005), “The Effect of Word of Mouth on Service Purchasing Behaviour”, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 23(1), 203-224.
• Öztürk, A. & S. Nart (2021), “A Research on the Antecedents of Consumer Boycott Behaviour: The Mediating Role of Word of Mouth”, Elektronik Sosyal Bilimler Dergisi, 20(78), 660 687.
• Rose, M. et al. (2009), “The impact of consumer animosity on attitudes towards foreign goods: A study of Jewish and Arab Israelis”, Journal of Consumer Marketing, 26(5), 330-339.
• Schermelleh-Engel, K. et al. (2003), “Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-Of-Fit Measures”, Methods of Psychological Research Online, 8(2), 23-74.
• Shah, K.A.M. & H.I. Ibrahim (2016), “The Impact of Consumer Boycott, Ethnocentrism and Patriotism in Malaysia”, The Social Sciences, 11(19), 4622-4627.
• Shoham, A. et al. (2006), “Animosity on The Home Front: The Intifada in Israel and Its Impact on Consumer Behaviour”, Journal of International Marketing, 14(3), 92-114.
• Smith, M. & Q. Li (2010), “The Boycott Model of Foreign Product Purchase: An Empirical Test in China”, Asian Review of Accounting, 18(2), 106-130.
• Suhud, U. (2016), “Indonesian Consumers Against Israeli Products: Animosity on Product Judgement, Motivation, and Boycott Intention”, The 1st International Conference on Economics, Education, Business, and Accounting (ICEEBA), 441-449.
• Suhud, U. (2018), “The Impact of Consumer Animosity on Purchase Unwillingness in a Boycott of Sari Roti”, Binus Business Review, 9(2), 87-94.
• Sun, T. et al. (2006), “Online Word-of-Mouth (or Mouse): An Exploration of Its Antecedents and Consequences”, Journal of Computer-Mediated Communication, 11, 1104-1127.
• Tabassi, S. et al. (2012), “The Role of Animosity, Religiosity and Ethnocentrism on Consumer Purchase Intention: A Study in Malaysia Toward European Brands”, African Journal of Business Management, 6(23), 6890-6902.
• TDK (2021), <http://www.tdk.gov.tr>, 23.11.2021.
• Tian, S. (2010), “Buy or Boycott? An Examination of Mediated Consumer Animosity Effects on Purchase Intentions”, PhD Dissertation, Graduate School of The University of Alabama.
• Trautwein, S. & J. Lindenmeier (2019), “The Effect of Affective Response to Corporate Social Irresponsibility on Consumer Resistance Behaviour: Validation of A Dual-Channel Model”, Journal of Marketing Management, 35(3-4), 253-276.
• Williams, M. & F. Buttle (2014), “Managing Negative Word-of-Mouth: An Exploratory Study”, Journal of Marketing Management, 30(13-14), 1423-1447.
• Yaşlıoğlu, M.M. (2017), “Sosyal Bilimlerde Faktör Analizi ve Geçerlilik: Keşfedici ve Doğrulayıcı Faktör Analizlerinin Kullanılması”, İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46(Özel Sayı), 74-85.
• Yılmaz, M. et al. (2013), “An Investigation of the Impact of National Identity and Consumer Familiarity on Country of Origin Image: The Case of Bulgaria”, Uluslararası Yönetim İktisat ve İşletme Dergisi, 9(20), 19-36.
• Yong, C.C. & T.H. Tseng (2014), “Establishing A Consumer Animosity Model: Moderating Effects of Country Image, Word of Mouth and Corporate Social Responsibility”, International Journal of Technical Research and Applications, 2(1), 22-28.
• Zoral-Yücebaş, M.Y. (2010), “Müşteri Memnuniyetsizliğinde Ağızdan Ağıza İletişimin Sonuçları Üzerine Bir Uygulama”, Yüksek Lisans Tezi, Dokuz Eylül Üniversitesi, İzmir.