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

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.