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February 25, 2026PLoS ONEOpen Access

The effect of personality traits on consumer behaviour among football fans: The mediating role of fan loyalty

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Authors

HAHakan AkgülCÖCan ÖzgiderİAİlhan Adiloğulları

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Overview

This research examines how personality traits influence consumer behaviour through fan loyalty, highlighting implications for sports marketing.

Key Points

  • This study aims to explore how personality traits affect consumer behaviour among football fans, focusing on the role of fan loyalty.
  • Analyzed data from 929 active university students who are football fans.
  • Used validated scales to assess personality traits, fan loyalty, and consumption behaviour.
  • Applied social identity theory to frame the research.
  • Indirect effects of personality traits on consumer behaviour through fan loyalty were significant.
  • Direct effects of personality traits on consumer behaviour were not statistically significant.
  • Personality traits correlate with sports fan consumption patterns through fan loyalty.

Cite This Study

Akgül et al. (2026) studied this question.

synapsesocial.com/papers/699e921bf5123be5ed05022dhttps://doi.org/10.1371/journal.pone.0343795
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