Modeling environmental antecedents of online word-of-mouth on team social media: a perspective of information value
MetadataShow full item record
The current study explored the environmental antecedents of online word-of-mouth on team social media from the perspective of information value. A content analysis and multiple regression analysis were conducted to assess the influence of two dimensions of information value (i.e., content provision and game attractiveness) on high- and low-strength online word-of-mouth behavior. The findings confirmed the crucial role of information value in determining fans’ online word-of-mouth behavior, providing a new theoretical approach for analyzing this phenomenon in the context of sport marketing communications. Actionable suggestions are implicated in terms of capitalizing important environmental variables to maximize the economic and marketing benefits of online word-of-mouth.