TY - JOUR
T1 - Modeling environmental antecedents of online word-of-mouth on team social media
T2 - A perspective of information value
AU - Wang, Jerred Junqi
AU - Pifer, N. David
AU - Scremin, Glaucio
AU - Zhang, James J.
N1 - Publisher Copyright:
© 2020 West Virginia University.
PY - 2020/6
Y1 - 2020/6
N2 - This study explored environmental antecedents of online word-of-mouth (WOM) within the realm of information value and empirically assessed their influences on both low- and high-informativeness WOM behaviors (i.e., like and share behaviors, respectively) in a natural online setting (i.e., Facebook pages of professional sport teams). With survey data and online secondary data, content analysis and negative binomial regression were conducted. The results revealed the significant impacts of environmental antecedents associated with content provision and game attractiveness on fans' like and share behaviors. The findings confirmed the importance of information value in determining online WOM behavior and shed new light on the investigation of this consumer behavior in sport marketing communications. Actionable suggestions are implicated in terms of utilizing the identified environmental variables to maximize the marketing benefits of fans' online WOM behavior.
AB - This study explored environmental antecedents of online word-of-mouth (WOM) within the realm of information value and empirically assessed their influences on both low- and high-informativeness WOM behaviors (i.e., like and share behaviors, respectively) in a natural online setting (i.e., Facebook pages of professional sport teams). With survey data and online secondary data, content analysis and negative binomial regression were conducted. The results revealed the significant impacts of environmental antecedents associated with content provision and game attractiveness on fans' like and share behaviors. The findings confirmed the importance of information value in determining online WOM behavior and shed new light on the investigation of this consumer behavior in sport marketing communications. Actionable suggestions are implicated in terms of utilizing the identified environmental variables to maximize the marketing benefits of fans' online WOM behavior.
KW - Environmental antecedents
KW - Information value
KW - Online word-of-mouth
UR - http://www.scopus.com/inward/record.url?scp=85091823311&partnerID=8YFLogxK
U2 - 10.32731/SMQ.292.062020.01
DO - 10.32731/SMQ.292.062020.01
M3 - Article
AN - SCOPUS:85091823311
VL - 29
SP - 79
EP - 93
JO - Sport Marketing Quarterly
JF - Sport Marketing Quarterly
SN - 1061-6934
IS - 2
ER -