ROLE OF THE CHARACTERISTICS OF INFORMATION SOURCE IN WORD OF MOUTH ADVERTISING OF SPORTS APPAREL

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

JOKAR M.; ALIDOUST GHAHFAROKHI E.; JALALI FARAHANI M.

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: SPORT MANAGEMENT REVIEW Year:2017 | Volume:9 | Issue:42 Page(s): 113-136

Download Full-Text

Persian Verion

View:

1,604

Download:

Cites:

Information Journal Paper

Title

ROLE OF THE CHARACTERISTICS OF INFORMATION SOURCE IN WORD OF MOUTH ADVERTISING OF SPORTS APPAREL

Author(s)

JOKAR M. | ALIDOUST GHAHFAROKHI E. | JALALI FARAHANI M. | Issue Writer Certificate

Keywords

INFORMATION SOURCESQ1

WORD OF MOUTHQ1

FUNCTIONAL RISKQ1

PSYCHOLOGICAL RISKQ1

SPORTS PRODUCTSQ1

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.

Cites

No record.

References

No record.

Cite

APA: Copy

JOKAR, M., ALIDOUST GHAHFAROKHI, E., & JALALI FARAHANI, M.. (2017). ROLE OF THE CHARACTERISTICS OF INFORMATION SOURCE IN WORD OF MOUTH ADVERTISING OF SPORTS APPAREL. SPORT MANAGEMENT REVIEW, 9(42 ), 113-136. SID. https://sid.ir/paper/234375/en

Vancouver: Copy

JOKAR M., ALIDOUST GHAHFAROKHI E., JALALI FARAHANI M.. ROLE OF THE CHARACTERISTICS OF INFORMATION SOURCE IN WORD OF MOUTH ADVERTISING OF SPORTS APPAREL. SPORT MANAGEMENT REVIEW[Internet]. 2017;9(42 ):113-136. Available from: https://sid.ir/paper/234375/en

IEEE: Copy

M. JOKAR, E. ALIDOUST GHAHFAROKHI, and M. JALALI FARAHANI, “ROLE OF THE CHARACTERISTICS OF INFORMATION SOURCE IN WORD OF MOUTH ADVERTISING OF SPORTS APPAREL,” SPORT MANAGEMENT REVIEW, vol. 9, no. 42 , pp. 113–136, 2017, [Online]. Available: https://sid.ir/paper/234375/en

Related Journal Papers