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- Title
Determinants of Word-of-Mouth Influence in Sport Viewership.
- Authors
Akira Asada; Yong Jae Ko
- Abstract
The purpose of this study was to identify key characteristics of word-of-mouth (WOM) communication and examine their impact on sport consumers' perceived influence in sport viewership. Through an extensive literature review, we identified the characteristics of the message sender (i.e., expertise and trustworthiness) and the message (i.e., richness of message content and strength of message delivery) as determinants of perceived influence of WOM. We also examined the moderating effects of homophily (interpersonal factors) and involvement (the message receiver characteristics). Data were collected from sport consumers who had received a recommendation to watch a sporting event in the preceding 3 months and actually watched the event. The results indicate the positive effects of trustworthiness, richness of message content, and strength of message delivery on WOM influence. Homophily and involvement were found to have moderating effects. Theoretical and managerial implications are discussed.
- Subjects
WORD-of-mouth communication; SPORTS spectators -- Attitudes; HOMOPHILY theory (Communication); SPORTS team management; SOCIAL influence
- Publication
Journal of Sport Management, 2016, Vol 30, Issue 2, p192
- ISSN
0888-4773
- Publication type
Article
- DOI
10.1123/jsm.2015-0332