Sport Management Studies

Current Issue

By Issue

By Author

By Subject

Author Index

Keyword Index

About Journal

Aims and Scope

Editorial Board

Indexing and Abstracting

Related Links

FAQ

Journal Metrics

Reviewers

Article Processing Charges (APC)

Peer Review Process

manuscript submission

Role of the Characteristics of Information Source in Word of Mouth Advertising of Sports Apparel

Document Type : Research Paper

Authors

1 Ph. D Student of Sport Management, University of Guilan

2 Assistant Professor of Sport Management, University of Tehran

3 Associate Professor of Sport Management, University of Tehran

Abstract

The present study intended to examine the role of the characteristics of information source in word of mouth advertising of sports products (apparel) with evaluation of the moderating role of functional risk and psychological risk in development of this relationship. Regarding the purpose, this investigation was an applied research; and in terms of data collection, it was a descriptive correlation conducted through field study. Population of the study included sports apparel stores in Tehran. Subjects were selected through convenience sampling method. Consulting Morgan table, 384 people were selected. With regard to five percent dropout rate, 400 questionnaires were administered. As the research instrument, a questionnaire was developed. Validity of the instrument was confirmed through consulting 12 sport management professors. Using Cronbach's alpha, the reliability of the questionnaire was calculated to be 0.88. To analyze the data, structural equation modeling was utilized via AMOS software. The findings showed that there is a significant positive relationship between expertness of information sources and word of mouth. Additionally, there is a significant relationship between homophily of information sources with buyer and word of mouth. There is also a significant positive relationship between functional and psychological risk reduction and word of mouth. In addition, it was found that functional risk reduction is a partial mediating variable in the relationship between expertness of information sources and word of mouth. But, reduction of this risk does not play a mediating role in the relationship between homophily of information sources and word of mouth. It was also found that psychological risk reduction is a partial mediating variable in the relationship between expertness of information sources and word of mouth; but, reduction of this risk extremely mediates in the relationship between homophily of information sources with the buyer and word of mouth. Ultimately, customers are in quest of information from expert people who are similar to themselves so as to reduce the possible risks. If the information acquired has greater risk reduction, more profitable streams of word of mouth advertising for sports goods are created.

Keywords

References
1. Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-77.
2. Carl, W. J. (2006). What's all the buzz about? Everyday communication and the relational basis of word-of-mouth and buzz marketing practices. Management Communication Quarterly, 19(4), 601-34.
3. Chattopadhyay, A., & Laborie, J. L. (2005). Managing brand experience: The market contact audit™. Journal of Advertising Research, 45(01), 9-16.
4. East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal of Research in Marketing, 25(3), 215-24.
5. Hair, J. F., Black, W. C., & Babin, B. J., & Anderson. R. E. (2010). Multivariate data analysis with reading. (7th ed). USA: Prentice-Hall Inc. 816.
6. Ho, R. (2006). Handbook of univariate and multivariate data analysis and interpretation with SPSS. Chapman & Hall/CRC, Boca Raton, Florida, 4, 406.
7. Huang, C. C., Lin, T. C., & Lin, K. J. (2009). Factors affecting pass-along email intentions (PAEIs): Integrating the social capital and social cognition theories. Electronic Commerce Research and Applications, 8(3), 160-9.
8. Huang, J. H., & Chen, Y. F. (2006). Herding in online product choice. Psychology & Marketing, 23(5), 413-28.
9. Jalilvand, M. R., & Ebrahimi, A. Gh. (2012). The influence of word of mouth on purchase of local made cars (case study: Samand from Iran Khodro company in city of Isfahan). Journal of Business Management, ‌4‌(13), ‌50-75. (Persian).
10. Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460-76. (Persian).
11. Kotler, p., Keller, k.l. (2007). Marketing management. Translate by Amirjafari, M. (2014). Tehran: Nas Publications, October 2, 464-991. (Persian).
12. Keller, E. (2007). Unleashing the power of word of mouth: Creating brand advocacy to drive growth. Journal of Advertising Research, 47(4), 448.
13. Kempf, D. S., & Palan, K. M. (2006). The effects of gender and argument strength on the processing of word-of-mouth communication. Academy of Marketing Studies Journal, 10(1), 1-18.
14. Khabiri, M., Mohammadi, R., & Sadeghi, R. (2012). Investigation affecting factors on customer participation bodybuilding club in word of mouth relationship. Journal of Applied Research in Sport Management, 1(4), 79-86. (Persian).
15. Knudsen, J. A., & Kjølen, L. (2011). Electronic word of mouth and the impact of source factors. (Unpublished master dissertation). Norwegian Business School.
16. Lin, C., Wu, Y., & Chen, J. (2013). Electronic word-of-mouth: The moderating roles of product involvement and brand image. TIIM, In Proceedings of international conference on technology innovation and industrial management, 29-31 May, Phuket, Thailand. ToKnow Press. 39–47.
17. Maxham, J. G., & Netemeyer, R. G. (2002). Modeling customer perceptions of complaint handling over time: The effects of perceived justice on satisfaction and intent. Journal of Retailing, 78(4), 239-‌52.
18. Naghavi, M., Dastaviz, A. H., & Jamshidy, M. (2013). The mediating role of knowledge management processes in the development of organizational innovation in the public sector. Journal of Applied Sciences, 14(2), 1-6. (Persian).
19. Negoescu, G. (2011). Two personalities, two solutions for business development in Romania: Robert Kiyosaki or Jim Collins? The USV Annals of Economics and Public Administration, 10(2), 194-200.
20. Neumann, M. (2015). What does the research tell us about Word-of-Mouth communication? A literature review. Universität Rostock, Arbeitspapier Nr. 2-32
21. Noori, S. H. A., Soori, F., Kazemi, Z., & Gholami, A. (2012). Investigation word of mouth advertising and its impact analyze on rural tourist’s attraction: Case study rural tourism Pave city. Journal of Geographical Sciences Applied Research, 12(‌24), 83-102. (Persian).
22. Ranjbareyan, B., Jalilvand, M. R., & Fathi, S. (2011). The impact of word of mouth on inbound tourists attraction: The case of Isfahan. Journal of Geographical Research, 103‌(7), 47-66. (Persian).
23. Steffes, E. M., & Burgee, L. E. (2009). Social ties and online word of mouth. Internet Research, 19(1), 42-59.
24. Sun, B. L., & Qu, H. (2010). Considered when establishing a marketing strategy in the hotel industry? From the aspect of the effect of perceived service quality on Word of Mouth. The 15th Annual Graduate Student Research Conference in Hospitality and Tourism January 7–9, Washington, DC. 210.
25. Sun, L. B., & Qu, H. (2011). Is there any gender effect on the relationship between service quality and word-of-mouth? Journal of Travel & Tourism Marketing, 28(2),      210-24.
26. Sweeney, J. C., Soutar, G. N., & Mazzarol, T. (2008). Factors influencing word of mouth effectiveness: Receiver perspectives. European Journal of Marketing, 42(3/4),   344-64.
27. Voyer, P. A., & Ranaweera, C. (2015). The impact of word of mouth on service purchase decisions: Examining risk and the interaction of tie strength and involvement. Journal of Service Theory and Practice, 25(5), 636-56.
28. Wagenheim Florian, V., & Tomas, B. (2004). The effect of word of mouth on services switching. Eur J Mark, 38(9/10), 1173-85.
29. Wu, M. H. (2013). Relationships among source credibility of electronic word of mouth, perceived risk, and consumer behavior on consumer generated media. (Unpublished master dissertation). University of Massachusetts Amherst.
30. Wu, P. C., & Wang, Y. C. (2011). The influences of electronic word-of-mouth message appeal and message source credibility on brand attitude. Asia Pacific Journal of Marketing and Logistics, 23(4), 448-72.
31. Zhang, J. Q., Craciun, G., & Shin, D. (2010). When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63(12), 1336-41.
32. Zhang, Z., Ye, Q., Law, R., & Li, Y. (2010). The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews. International Journal of Hospitality Management, 29(4), 694-700.
33. Zhao, J. (2005). An experimental comparison of celebrity spokespersons' credibility, attractiveness, expertise, and identification on attitudes toward the ads and future interest. (Unpublished master dissertation). Lethbridge, Alta: University of Lethbridge, Faculty of Management.
Sport Management Studies
Volume 9, Issue 42 - Serial Number 42
July and August 2017
Pages 113-136
Files
History
  • Receive Date: 24 May 2015
  • Revise Date: 29 July 2016
  • Accept Date: 30 August 2016
Share
How to cite
Statistics