scholarly journals The Effects of Social Media on Sporting Event Satisfaction and Word of Mouth Communication: An Empirical Study of a Mega Sports Event

Information ◽  
2020 ◽  
Vol 11 (10) ◽  
pp. 482
Author(s):  
Juan Du ◽  
Mei-Yen Chen ◽  
Yu-Feng Wu
Keyword(s):  
Social Media ◽  
University Students ◽  
Word Of Mouth ◽  
Sporting Events ◽  
Sports Events ◽  
Sporting Event ◽  
Use Of Social Media ◽  
Level Of Understanding ◽  
Word Of Mouth Communication ◽  
The Impact

This study examines the impact of word of mouth (WOM) communication through social media and how it affects satisfaction with the Summer Universiade in Taipei. This study hopes to understand the usage characteristics of social media among university students and the implementation of social media and their effectiveness as a marketing strategy for sport organization. The hypotheses were verified using a survey of 572 university students from four universities that hosted competitions for the Summer Universiade Games. Data were analyzed using t test, Pearson’s correlation analysis and two-way ANOVA analysis. The results indicated that WOM has impacted satisfaction via social media, and the level of understanding of sporting events was significantly affected by WOM communication and overall satisfaction. Moreover, gender showed no significant differences in WOM communication and overall satisfaction with sporting events. However, male participants had significantly higher value in WOM dissemination than female respondents. In addition, the spectators’ understanding of the sporting event on WOM communication and overall satisfaction was not affected by the continued use of social media. Suggestions are provided, including sufficient sports marketing and service quality from the organizers, in order to maintain good sports events and enhance spectators’ feelings.

scholarly journals Accelerating the Social Media Process: The Impact of Internet Celebrity Word-of-Mouth Communication and Relationship Quality on Consumer Information Sharing

2020 ◽  
Vol 10 (1) ◽  
pp. 201
Author(s):  
Liping Liu ◽  
Chih-Cheng Fang
Keyword(s):  
Social Media ◽  
Information Sharing ◽  
Relationship Quality ◽  
Information Acquisition ◽  
Word Of Mouth ◽  
Rapid Development ◽  
Consumer Information ◽  
Research Fields ◽  
Word Of Mouth Communication ◽  
The Impact

With the rapid development of "Internet plus", the number of Internet users in China has increased rapidly, and the number of active users of social media software ranks first in the world. Large Numbers of network users are also potential consumer groups. Social media influences other consumers through consumer interaction and social interaction, and consumers are transformed into active information acquisition rather than passive information reception. Word of mouth marketing on social media has become one of the hottest research fields. Based on the information adoption model, this study explores the impact of internet celebrity word-of-mouth communication on consumer information sharing from four dimensions: internet celebrity word-of-mouth communication, relationship quality, face consciousness, and consumer information sharing and establishes a research model to provide references and suggestions for subsequent researchers and enterprise management.

Public Perception of Costs Associated with Major Sporting Events

2014 ◽  
pp. 1-15
Author(s):  
Juan Manuel Núñez-Pomar ◽  
Ferran Calabuig-Moreno ◽  
Vicente Añó-Sanz ◽  
David Parra-Camacho
Keyword(s):  
Singular Point ◽  
Public Perception ◽  
Social Impact ◽  
Sporting Events ◽  
Large Cities ◽  
Sports Events ◽  
Sporting Event ◽  
The Social ◽  
The Impact ◽  
The City

Sporting events have become first-order promotional tools of large cities, allowing them to reach levels of dissemination economically unaffordable as conventional advertising. The social impact of the event on residents is very important, given their role as main actors. Perceptions of the residents of the cities that host sporting events have been extensively studied, although in this case a singular point of comparison to study the perception of the costs of organizing and holding the sporting event is provided. The purpose of this chapter is to assess the perception of the citizens of Valencia (Spain) on specific aspects of three sports events held in the city in 2012: European Grand Prix Formula 1, the Tennis Open 500, and Valencia Marathon. The results show significant differences in the perception of the costs of organizing the events related, and demonstrate the impact of the type of activity in the perception of residents.

scholarly journals Strategies of Buzz Marketing in Social Media Platform, its Effectiveness and Impact on Customer

2021 ◽  
pp. 188-190
Author(s):  
Dr. Urmita Sharma
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
New Product ◽  
Marketing Activity ◽  
Social Media Platform ◽  
Media Platform ◽  
Buzz Marketing ◽  
Use Of Social Media ◽  
The Impact ◽  
Potential Customers

Due to high use of Social Media platform, Live-stream videos are proven as successful buzz marketing activity because they provide an interactive element for consumers on social media. Buzz marketing is a strategy that creates word-of-mouth marketing with viral content, influencers, and interactive events to create buzz around the launch of a new product or service. In this paper, Strategies for Effective Buzz Marketing with use of social media are discussed and also the impact of buzz Marketing over consumers and how much Buzz Marketing is influential for the potential customers retention is also explained.

Public Perception of Costs Associated with Major Sporting Events

2014 ◽  
pp. 945-959
Author(s):  
Juan Manuel Núñez-Pomar ◽  
Ferran Calabuig-Moreno ◽  
Vicente Añó-Sanz ◽  
David Parra-Camacho
Keyword(s):  
Singular Point ◽  
Public Perception ◽  
Social Impact ◽  
Sporting Events ◽  
Large Cities ◽  
Sports Events ◽  
Sporting Event ◽  
The Social ◽  
The Impact ◽  
The City

Sporting events have become first-order promotional tools of large cities, allowing them to reach levels of dissemination economically unaffordable as conventional advertising. The social impact of the event on residents is very important, given their role as main actors. Perceptions of the residents of the cities that host sporting events have been extensively studied, although in this case a singular point of comparison to study the perception of the costs of organizing and holding the sporting event is provided. The purpose of this chapter is to assess the perception of the citizens of Valencia (Spain) on specific aspects of three sports events held in the city in 2012: European Grand Prix Formula 1, the Tennis Open 500, and Valencia Marathon. The results show significant differences in the perception of the costs of organizing the events related, and demonstrate the impact of the type of activity in the perception of residents.

scholarly journals Dampak Penggunaan Media Sosial terhadap Gaya Hidup Hedonis Mahasiswa Universitas Tarumanagara

Prologia ◽  
2021 ◽  
Vol 5 (1) ◽  
pp. 8
Author(s):  
Indah Surya C ◽  
Rezi Erdiansyah
Keyword(s):  
Social Media ◽  
Data Collection ◽  
University Students ◽  
Significant Influence ◽  
Media Use ◽  
Great Influence ◽  
Sampling Technique ◽  
Collection Method ◽  
Use Of Social Media ◽  
The Impact

This study discusses the impact of social media use of the hedonist lifestyle among university students of Tarumanagara. Thepurpose of this study is to know and understand about social media, the hedonist lifestyle, and how it influences the use of social media against hedonistic lifestyles. Population in this study is student and sorority University of Tarumanagara. The sample of this study used sampling technique with the Lemeshow formula with consideration and purpose at random without regard to the strata that exist in the population, students and sorority University of Tarumanagara. The data collection method in this study will use the questionnaire. Based on social media calculations positive and significant influence on hedonist lifestyle. The great influence of social media on hedonist lifestyle amounted to 88.8% while the remaining 11.2% was influenced by other variables not researched.Penelitian ini membahas dampak penggunaan media sosial terhadap gaya hidup hedonis di kalangan mahasiswa Universitas Tarumanagara. Adapun tujuan penelitian ini adalah untuk mengetahui dan memahami media sosial, gaya hidup hedonis, dan bagaimana pengaruh penggunaan media sosial terhadap gaya hidup hedonis.Populasi dalam penelitian ini adalah mahasiswa danmahasiswi Universitas Tarumanegara. Sampel penelitian ini menggunakan teknik sampling dengan rumus Lemeshow dengan pertimbangan dan tujuan secara acak tanpa memperhatikan strata yang ada dalam populasi, mahasiswa dan mahasiswi Universitas Tarumanegara. Metode pengumpulan data dalam penelitian ini akan menggunakan kuisioner. Berdasarkan perhitungan media sosial berpengaruh positif dan signifikan terhadap gaya hidup hedonis. Besar pengaruh media sosial terhadap gaya hidup hedonis sebesar 88,8% sementara sisanya 11,2% dipengaruhi oleh variabel-variabel lain yang tidak diteliti.

scholarly journals DAMPAK MEDIA SOSIAL DAN WORD OF MOUTH TERHADAP OVERTOURISM

2021 ◽  
Vol 8 (2) ◽  
pp. 106-115
Author(s):  
Meitolo Hulu ◽  
Fenisa Putri ◽  
Stephanie Natasya ◽  
Michelle -
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Quantitative Approach ◽  
Survey Method ◽  
Analysis Tool ◽  
Digital Era ◽  
Tourism Information ◽  
Use Of Social Media ◽  
The Impact

ABSTRAKEra digital telah mengubah gaya hidup masyarakat menjadi pengguna media sosial. Penggunaan media sosial menjadi meningkat dalam menyebarkan berita maupun dalam mencari berita. Informasi pariwisata dan berbagi pengalaman berwisata sering dilakukan oleh wisatawan melalui media sosial yang memicu ketertarikan calon wisatawan untuk berkunjung di suatu destinasi. Penelitian ini menganalisis dampak media sosial dan word of mouth terhadap over-tourism dengan pendekatan kuantitatif menggunakan alat analisis Smart PLS 3. Metode survey digunakan untuk menyebarkan kuesioner kepada 106 mahasiswa yang menggunakan media sosial dalam mencari informasi. Hasil penelitian ini menunjukkan bahwa media sosial dan word of mouth berpengaruh positif dan signifikan terhadap over-tourism. Artinya semakin banyak pengguna media sosial serta pelaku word of mouth memberikan kontribusi terhadap peningkatan jumlah wisatawan yang mengakibatkan terjadinya over-tourism. Pemangku kepentingan pariwisata harus mengelola media sosial dengan baik supaya tidak terjadi kesalah-pahaman baik dari pemberi informasi maupun penerima informasi, karena media sosial merupakan salah satu cara dalam membangun hubungan dengan wisatawan dan calon wisatawan.Kata Kunci: media sosial, word of mouth, over-tourism, pariwisata, wisatawanABSTRACTThe digital era has changed people's lifestyles into social media users. The use of social media is increasing in spreading the news as well as in searching for news. Tourism information and sharing of travel experiences are often done by tourists through social media which triggers the interest of potential tourists to visit a destination. This study analyzes the impact of social media and word of mouth on over-tourism with a quantitative approach using the Smart PLS 3 analysis tool. The survey method was used to distribute questionnaires to 106 students who used social media to find information. The results of this study indicate that social media and word of mouth have a positive and significant effect on over-tourism. This means that more and more social media users and word of mouth actors contribute to the increase in the number of tourists which results in over-tourism. Tourism stakeholders must manage social media well so that there are no misunderstandings from both information givers and recipients of information, because social media is one way to build relationships with tourists and potential tourists.Key words: Social media, word of mouth, over-tourism, tourism, tourists

scholarly journals The Impact of Social Media and The Presence of Fans at A Sports Event to Attract Private Sector Sponsors

2020 ◽  
Vol 9 (2) ◽  
pp. 96-100
Author(s):  
Mohammad Saeid Kiani ◽  
Leila Nazari ◽  
Leila Shabazpor
Keyword(s):  
Social Media ◽  
New Media ◽  
Private Sector ◽  
Audience Participation ◽  
Sporting Events ◽  
Sports Media ◽  
Financial Investment ◽  
Sporting Event ◽  
Single Term ◽  
The Impact

The purpose of the present study was to investigate the impact of social media and the presence of fans at a sporting event to attract private sector sponsors. In the present study, in order to investigate the impact of social media and the presence of fans on a sports event in attracting private sector sponsors, the role of new media on how sports sponsors interact and the presence of spectators at sporting events is influenced by the extent to which sponsors participate in events. A review of research on sports media has been used since 2007, given that the category of new media is a new concept in sponsorship. This research seeks to achieve such results by reviewing the research conducted over that timeframe. Sponsorship appeared initially during the early 70s in England in sports and other industries. It subsequently developed in Western countries in the early 90s, experiencing a real boom. Thus, a new term has emerged: sponsorship (sponsorship in French) Indeed to define the word sponsorship (sponsorship and sponsorship will be used as a single term), it is therefore necessary to study precisely the work. It defines sponsorship as a financial investment or materials on an activity, person, or event and having access to a potential communication associated with this activity, person, or event. As a result, Minwan said, the greater the audience participation and the presence of sports media in a sporting event, the greater the attraction of private sponsorship in Moore

Chinese brand–individual values congruity and willingness of consumers from other countries to use positive word of mouth

2020 ◽  
Vol 48 (8) ◽  
pp. 1-14
Author(s):  
Xi Chen ◽  
Qing Fang ◽  
Zhenyuan Wang
Keyword(s):  
Word Of Mouth ◽  
Brand Commitment ◽  
Positive Word ◽  
Individual Values ◽  
Mediating Role ◽  
Perceived Values ◽  
Word Of Mouth Communication ◽  
Positive Word Of Mouth ◽  
The Impact ◽  
The Relationship

Congruity of brand and individual values is the degree of fit or similarity between consumers' personal values and the perceived values of a certain brand. In this study, we took Huawei as the test brand and investigated 525 consumers in 30 countries to examine whether congruity of brand and individual values influences consumer word-of-mouth communication in an international context. The results show that (a) brand commitment played a mediating role in the effect of brand–individual values congruity on word of mouth, (b) the consistency of a brand's practices and its values (brand behavior congruity) moderated the relationship between brand–individual values congruity and the consumers' brand commitment, and (c) brand behavior congruity moderated the mediating role of brand commitment in the relationship between values congruity and positive word of mouth. Our findings provide insight into the impact of values congruity for consumers.

Impact of word-of-mouth, job attributes and relationship strength on employer attractiveness

2019 ◽  
Vol 42 (6) ◽  
pp. 721-739 ◽  
Author(s):  
Faiz Ahamad
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Information Source ◽  
Differential Impact ◽  
Content Type ◽  
Job Attributes ◽  
Relationship Strength ◽  
Job Information ◽  
Employer Attractiveness ◽  
The Impact

Purpose Job information through word-of-mouth (WOM) has a crucial impact on employer attractiveness. The phenomenal rise of social media offers alternate WOM platforms for sharing job information, which is quite different from traditional face-to-face WOM. The purpose of this paper is to examine the differential impact of traditional word-of-mouth (t-WOM) and social media word-of-mouth (s-WOM) on employer attractiveness along with the difference in the job attributes and relationship strength with the information source. Design/methodology/approach A 2 × 2 × 2 experiment was conducted to examine the impact of information source (t-WOM and s-WOM), job attributes (tangible and intangible) and relationship strength (strong and weak), on employer attractiveness. Source expertise and source trust were treated as the control variable. Findings The result shows the differential impact of t-WOM and s-WOM on employer attractiveness. Moreover, t-WOM from strong relation source found to have a high impact on employer attractiveness than s-WOM. No significant difference due to job attributes was found. Research limitations/implications Use of only positive WOM and not the negative one, student as the subjects, etc. Practical implications The present study suggests using t-WOM and s-WOM to attract talented job seekers. Originality/value This is the first study to analyze the differential impact of t-WOM and s-WOM on employer attractiveness.

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