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

Received: 10 August 2023     Accepted: 28 August 2023     Published: 8 September 2023
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Abstract

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.

Published in International Journal of Sports Science and Physical Education (Volume 8, Issue 3)
DOI 10.11648/j.ijsspe.20230803.12
Page(s) 32-41
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2023. Published by Science Publishing Group

Keywords

Connections, Sports Consumer, Word of Mouth

References
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Cite This Article
  • APA Style

    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. https://doi.org/10.11648/j.ijsspe.20230803.12

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    ACS Style

    Sakineh Lotfi Fard Shokurloo; Amir Ojagh. Examining the Determinants of Word-of-Mouth Advertising and Their Impact on Sports Consumers, Emphasizing the Mediating Role of Homophily. Int. J. Sports Sci. Phys. Educ. 2023, 8(3), 32-41. doi: 10.11648/j.ijsspe.20230803.12

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    AMA Style

    Sakineh Lotfi Fard Shokurloo, Amir Ojagh. Examining the Determinants of Word-of-Mouth Advertising and Their Impact on Sports Consumers, Emphasizing the Mediating Role of Homophily. Int J Sports Sci Phys Educ. 2023;8(3):32-41. doi: 10.11648/j.ijsspe.20230803.12

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  • @article{10.11648/j.ijsspe.20230803.12,
      author = {Sakineh Lotfi Fard Shokurloo and Amir Ojagh},
      title = {Examining the Determinants of Word-of-Mouth Advertising and Their Impact on Sports Consumers, Emphasizing the Mediating Role of Homophily},
      journal = {International Journal of Sports Science and Physical Education},
      volume = {8},
      number = {3},
      pages = {32-41},
      doi = {10.11648/j.ijsspe.20230803.12},
      url = {https://doi.org/10.11648/j.ijsspe.20230803.12},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijsspe.20230803.12},
      abstract = {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.},
     year = {2023}
    }
    

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  • TY  - JOUR
    T1  - Examining the Determinants of Word-of-Mouth Advertising and Their Impact on Sports Consumers, Emphasizing the Mediating Role of Homophily
    AU  - Sakineh Lotfi Fard Shokurloo
    AU  - Amir Ojagh
    Y1  - 2023/09/08
    PY  - 2023
    N1  - https://doi.org/10.11648/j.ijsspe.20230803.12
    DO  - 10.11648/j.ijsspe.20230803.12
    T2  - International Journal of Sports Science and Physical Education
    JF  - International Journal of Sports Science and Physical Education
    JO  - International Journal of Sports Science and Physical Education
    SP  - 32
    EP  - 41
    PB  - Science Publishing Group
    SN  - 2575-1611
    UR  - https://doi.org/10.11648/j.ijsspe.20230803.12
    AB  - 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.
    VL  - 8
    IS  - 3
    ER  - 

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Author Information
  • Department of Sports Marketing Management, Shahid Rajaei Teacher Training University, Tehran, Iran

  • Sports Management, Mohaghegh Ardabili University, Ardabil, Iran

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