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Examining the Determinants of Word-of-Mouth Advertising and Their Impact on Sports Consumers, Emphasizing the Mediating Role of Homophily

This research explores the factors that influence word-of-mouth among sports consumers, specifically focusing on the mediating role of homophily (interpersonal factors). The current research is a descriptive-correlational study with an applied purpose conducted in the field. The statistical population consisted of all members (both staff and patients) of the Specific Patients and Transplant Sports Federation (IR. SPTF) in Tehran, Iran. A sample of 360 members was selected from the Federation of Special Patients and Organ Transplantation who had watched a documentary film about organ transplantation and special patients on television at least once based on recommendations from others. A targeted sampling method was employed, selecting 360 federation members who completed a word-of-mouth questionnaire. To ensure a test power of 80%, the sample size was determined using SPSS 24 software. Cronbach's alpha test was utilized to assess the internal consistency, resulting in a reliability value of 0.70. Data analysis was conducted using Smart PLS 3 software and the statistical structural equation modeling technique. The findings revealed a significant relationship between word-of-mouth advertising and factors such as experience, expertise, trust, and commitment. Additionally, homophily played a moderating role in this relationship. In conclusion, the characteristics of word-of-mouth advertising and the influence of homophily were found to impact the behavior of sports consumers, motivating them to engage in word-of-mouth promotion.

Connections, Sports Consumer, Word of Mouth

Sakineh Lotfi Fard Shokurloo, Amir Ojagh. (2023). Examining the Determinants of Word-of-Mouth Advertising and Their Impact on Sports Consumers, Emphasizing the Mediating Role of Homophily. International Journal of Sports Science and Physical Education, 8(3), 32-41.

Copyright © 2023 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License ( which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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