Driving engagement: an analysis of motivation, identity and media consumption on word-of-mouth among recreational golfers

Purpose This study investigates the psychological factors driving sustained engagement among recreational golfers, addressing a significant gap in sport marketing literature. Specifically, it explores how intrinsic and extrinsic motivation, identity, media consumption and word-of-mouth (WOM) recommendations interact to influence golf participation. Design/methodology/approach Using the Sport Commitment Model and Self-Determination Theory, data were collected from 200 golfers across public courses and contests in the Southeastern USA. Findings Through structural equation modeling (SEM), the analysis revealed key pathways linking golf engagement to media consumption and WOM recommendations, with moderating effects from gender and marital status. Practical implications The findings offer actionable insights for sport marketing professionals aiming to enhance participant retention and foster positive WOM. Originality/value This research highlights the psychological drivers behind recreational golf, providing valuable strategies for promoting long-term engagement.