In the rapidly evolving landscape of digital interaction, the phenomenon of eFangelism—defined as the enthusiastic promotion of sports teams or athletes through electronic and online platforms—has become a pivotal element in shaping fan behavior and consumption patterns. Recent research by Horozoğlu and Korkmaz delves deep into this subject, unraveling the intricate relationship between eFangelism and hedonic consumption in sports, particularly emphasizing the role of fan engagement via social networking sites. Their groundbreaking study, published in BMC Psychology in 2025, offers profound insights into the psychological mechanisms driving sports fans in the digital age.
At the heart of the research lies the concept of hedonic consumption, which refers to the pursuit of pleasure and enjoyment derived from consuming products and experiences, rather than utilitarian value alone. In the context of sports, this consumption extends beyond mere attendance at games or purchase of merchandise; it encompasses emotional involvement, vicarious thrill, and fulfillment obtained through active participation in fan communities online. Horozoğlu and Korkmaz explore how eFangelism catalyzes these behaviors by fostering a sense of belonging and emotional connectivity through digital platforms.
The role of social networking sites (SNS) is particularly salient in this dynamic. Platforms such as Twitter, Instagram, Facebook, and TikTok have transformed how fans interact with sports entities and each other. They create immersive environments where fan identities can be expressed and validated, enabling a continuous stream of engagement. The researchers argue that fan engagement on these sites acts as a powerful mediator, translating the initial eFangelism—fans promoting their favorite teams or players—into sustained hedonic consumption.
Methodologically, the study employs sophisticated analytical techniques including structural equation modeling to quantify the mediating effects of fan engagement. By analyzing large datasets drawn from user interactions on various prominent social media outlets, the researchers dissect the direct and indirect pathways through which eFangelism influences consumption behaviors. Their findings reveal statistically significant mediation, underscoring the essential function of digital engagement in amplifying the pleasurable consumption experienced by fans.
One of the most compelling aspects of this research is its nuanced understanding of fan motivation. The authors describe a multi-layered psychological process wherein eFangelism activates intrinsic desires for social recognition and emotional satisfaction. Such motivations are amplified within the social media context, where fans receive instant feedback and social reinforcement in the form of likes, shares, and comments. This positive reinforcement loop not only sustains fan engagement but also enhances hedonic consumption, making it more frequent and intense.
Beyond individual psychology, the study touches on broader implications for sports marketing and management. eFangelism emerges as a potent promotional tool, offering teams and organizations a cost-effective means to boost fan loyalty and monetization. By nurturing digital fan communities and encouraging eFangelism, sports franchises can tap into new revenue streams while enhancing the overall fan experience. The research suggests that strategic investments in social media platforms and content creation tailored to fan engagement are critical in capitalizing on this trend.
Furthermore, the research challenges traditional notions of fan consumption, traditionally constrained to physical spaces like stadiums and retail stores. The virtual dimension introduced by social networking creates a hybrid consumption model where digital and physical experiences coexist and complement each other. For instance, virtual engagement can stimulate merchandise purchases or ticket sales, blurring the lines between online enthusiasm and offline economic behavior.
The psychological construct of fan engagement itself is dissected with precision. It encompasses cognitive, emotional, and behavioral facets, including attention to team updates, emotional attachment, and participation in fan-driven activities. These components interrelate dynamically within social networking sites, facilitating the immersive experiences necessary for hedonic gratification. The study’s conceptual framework rigorously delineates these elements, providing a comprehensive model for future research and practical application.
Given the explosive growth of eSports and digital sports content, the implications of Horozoğlu and Korkmaz’s work extend beyond traditional sports. The parallels between conventional athletic fan bases and online gaming communities hint at universal psychological patterns underpinning hedonic consumption driven by eFangelism. Future research avenues are abundant, ranging from cross-cultural comparisons to technological integration effects, such as augmented reality fan experiences.
Importantly, the study also addresses potential pitfalls associated with intensified eFangelism and digital engagement. The authors caution about phenomena such as digital fatigue, echo chambers, and the risk of over-commercialization, which could dampen authentic fan experiences. Balancing commercial imperatives with genuine engagement is elucidated as a strategic challenge for sports organizations aiming for sustainable fan relationships.
From a theoretical standpoint, the research contributes significantly to the literature on consumer psychology and digital marketing by bridging two previously siloed domains: sports fandom and social media engagement. It exemplifies how contemporary consumption behaviors are mediated by digital sociability, enriching theoretical models with empirical data from an emergent context. Such interdisciplinary integration is essential for capturing the complexity of modern fan-consumer identities.
Crucially, the study employs cutting-edge data mining and sentiment analysis tools to capture the subtle emotional hues embedded in fan communications online. This technical sophistication allows the researchers to move beyond simplistic quantifications of engagement, revealing qualitative textures influencing hedonic consumption. The methodological rigor sets a new benchmark for empirical exploration in the digital sports context.
In addition to academic significance, the research holds practical resonance for stakeholders including marketers, sports psychologists, and platform developers. Enhancing fan engagement strategies grounded in the psychological mechanisms identified by Horozoğlu and Korkmaz can yield more personalized content, increase user retention, and foster healthier fan communities. Such applications highlight the translational potential of the study’s findings, bridging theory and practice.
Looking ahead, the ongoing digital transformation of sports consumption underscores the urgency of understanding eFangelism’s influence. Emerging technologies such as artificial intelligence-driven content curation and virtual reality fan zones will likely amplify the patterns identified in this research. As fan engagement becomes increasingly sophisticated and multifaceted, continual examination of the hedonic consumption nexus is critical for both academic inquiry and industry innovation.
In summation, Horozoğlu and Korkmaz’s investigation into the mediating role of fan engagement through social networking sites illuminates fundamental psychological and behavioral dynamics underlying digital sports fandom. By decoding how eFangelism triggers hedonic consumption, their study offers invaluable insights into the future of sports marketing and fan culture. It heralds a new paradigm in which digital interactivity and emotional gratification coalesce to redefine the fan experience in the 21st century.
Subject of Research: The psychological and behavioral mechanisms through which eFangelism influences hedonic consumption in sports, mediated by fan engagement via social networking sites.
Article Title: How does eFangelism trigger hedonic consumption in sports? The mediating role of fan engagement through social networking sites.
Article References:
Horozoğlu, M.A., Korkmaz, O. How does eFangelism trigger hedonic consumption in sports? The mediating role of fan engagement through social networking sites. BMC Psychol 13, 1127 (2025). https://doi.org/10.1186/s40359-025-03418-0
Image Credits: AI Generated
