| Summary: | Abstract Background The power of sports, which plays an important role in bringing modern societies together, in shaping the behavior of individuals cannot be ignored. The role of this power in individuals’ consumption behavior is worth examining. The current study examined the mediating role of fan engagement through social networking sites in the relationship between Sports eFangelism and hedonic consumption in sports. Methods The participants were football fans in Türkiye (N = 495). The Sport eFangelism Scale, Fan Engagement through Social Networking Sites Scale, and Hedonic Consumption Attitude Scale in Sports were used to collect the data. Results The study results showed that fan engagement through social networking sites has a mediating role in the relationship between Sports eFangelism and hedonic consumption in sports. In addition, hedonic consumption in sports has a significant positive relationship with Sports eFangelism and fan engagement through social networking sites. Conclusions This study reveals that Sports eFangelism is positively associated with hedonic consumption in sports, and that fan engagement through social networking sites plays a significant mediating role in this relationship. These findings emphasize the importance of digital fan communities in shaping sports consumption behaviors.
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