Determinants of Word-of-Mouth Influence in Sport Viewership

Asada, Akira; Ko, Yong Jae

doi:10.1123/jsm.2015-0332

Cited by 44 publications

(32 citation statements)

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“…After viewing the influencer's profile, participants indicated their intentions to purchase any product the influencer‐endorsed (“The likelihood that I would purchase a product he recommends is low/high”; “My willingness to purchase a product he recommends is low/high,” from 1 = low to 7 = high; adapted from Wilcox, Kim, & Sen, 2009; order of items randomized), answers of which were averaged to form a purchase intentions index ( r = .95). Participants then completed a 5‐item trustworthiness scale (from 1 = untrustworthy/insincere/unreliable/undependable/dishonest to 7 = trustworthy/sincere/reliable/dependable/honest; adapted from Asada & Ko, 2016; order of items randomized; α = .97). Participants also responded to the same manipulation questions ( α = .87), demographic questions (e.g., gender), and hypothesis probe (no one guessed the true purpose) used in Study 1.…”

Section: Methodsmentioning

confidence: 99%

When abs do not sell: The impact of male influencers conspicuously displaying a muscular body on female followers

Kunkel

2020

Psychology and Marketing

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Based on evolutionary theory and costly signaling theory, this research explored how flaunting a muscular body, especially male influencers showcasing muscle as a symbolic bodily marker, can shape the effectiveness of influencer marketing. Two experiments employing different manipulations (i.e., pictures taken by others and selfies) were performed to examine the effects of conspicuously displaying male influencers' muscles on consumers' intentions to purchase endorsed products. In Experiment 1, we found that conspicuous (vs. inconspicuous) display of muscles reduced perceived trustworthiness among women, leading to lower purchase intentions around a gender‐neutral product. Experiment 2 corroborated this finding and further demonstrated that the effects of a muscular body were not domain‐specific. Both experiments presented evidence opposing the common belief that conspicuously displaying one's muscles is appealing: female consumers exhibited less trust toward the muscle‐flaunting male influencer, resulting in lower intentions to purchase endorsed products. Results contribute to a better understanding of the application of evolutionary theory and signaling theory in digital marketing and advance our knowledge of gender differences in a social media consumption context. The findings are also of direct relevance to brands attempting to enhance the persuasiveness of product promotions via influencers' physical appearance.

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Section: Methodsmentioning

confidence: 99%

When abs do not sell: The impact of male influencers conspicuously displaying a muscular body on female followers

Kunkel

2020

Psychology and Marketing

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“…The moderators asked the participants about their actual esports weekly gameplay time to divide them into high frequency and low frequency groups. To determine clear differences between the two groups, one-third of the cases around the median were excluded [28]. For the six antecedents and esports gameplay intention, seven variables with 23 items were adopted from the ESC model's scale [3]: Hedonic motivation (3 items); habit (4 items); price value (3 items); effort expectancy (4 items); social influence (3 items); flow (3 items), and gameplay intention (3 items).…”

Section: Instrumentsmentioning

confidence: 99%

“…The initial usable data were collected from 875 participants whose demographics were as follows: 66.2% men (n = 579), 33.8% women (n = 296); 68.8% ages 18-38 (n = 602), 22.2% ages 39-49 (n = 194); 28% household income of $4000-$69,999 (n = 245), 23.2% income of $70,000-$99,999 (n = 203). To create two groups by esports gameplay hours per week, one-third of the cases around the median were excluded [28]. The median time of weekly esports gameplay was five hours, so that 262 cases, approximately one-third of the initial 875, were excluded around the five-hour samples.…”

Section: Participantsmentioning

confidence: 99%

Effect of Prior Gameplay Experience on the Relationships between Esports Gameplay Intention and Live Esports Streaming Content

2021

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This study examined the effect of prior experience with esports gameplay on its antecedents and consequences. Prior experience is considered a significant factor in consumers’ intention and behavior, and in gameplay engagement it is considered the amount of gameplay time. While esports consumers are heterogeneous, only a few esports studies have been conducted. Thus, this study focused on prior esports gameplay experience to explain consumers’ behavior better and examine antecedents, esports gameplay intention, and live esports streaming content across two groups (i.e., high and low frequencies of esports gameplay). Data were collected via an online survey in Amazon Mechanical Turk (M-Turk) from esports consumers who engaged in esports gameplay and live-streaming. One-third of the median cases were excluded to create two groups designated by weekly esports gameplay hours. The results revealed different patterns in the two groups. Specifically, esports gameplay had no effect on engagement in live esports streaming content for consumers who played esport games frequently. However, gameplay intention predicted live esports streaming content engagement successfully in the group who played infrequently. These findings contributed to (1) esports research by demonstrating consumers’ heterogeneity, and the (2) extension of technology acceptance and use research in esports engagement by identifying the role of prior gameplay experience.

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“…For instance, if the median of esports gameplay hours was 9 h per week, 10 h may not significantly differ from 8 h. Also, 10 h may be significantly different from 30 h, even though those are supposed to be the same value. As one solution, some separation between the two groups can be created by deleting some responses around the median (Asada and Ko, 2016). If the proper general frequency can be identified, conducting K-means clustering may also be another solution to clustering similar data points and discover underlying patterns.…”

Section: Limitations and Suggestions For Future Studymentioning

confidence: 99%

Clustering Esports Gameplay Consumers via Game Experiences

Jang

Byon

Pecoraro

et al. 2021

Front. Sports Act. Living

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This study focuses on “game experiences” in the context of esports gameplay consumption and aims to identify adequate consumer groups based on their esports experience including perceptions of gameplay, watching, and purchasing hardware. The purpose of this study is to identify adequate consumer groups through consumer segmentation. Based on the literature review, a matrix of esports gameplay was proposed based on high/low esports gameplay, viewing esports, and hardware enthusiasm. Four esports gameplay consumer groups are proposed (all-around gamer, conventional player, observer, recreational gamer) based on their prior esports experiences (esports gameplay, viewing esports content via media, and hardware enthusiasm). A total of 699 usable observations were initially collected by the online survey. Eventually, 508 observations were retained (127 for each group) for multivariate analysis of variance and subsequent univariate tests. The findings indicated the four esports gameplay consumer groups were empirically supported. Furthermore, this study found similarities and differences for each group based on the six antecedents of esports gameplay intention. The findings indicated hedonic motivation and price value might be considered general factors that may be applied to all esports consumers. Contrarily, the findings indicated that social influence, habit, effort expectancy, and flow might be suitable for tailored marketing strategies targeting esports consumer groups. Theoretically, the suggested esports experience will contribute to the growing body of knowledge aimed at understanding esports consumers' behavior through the consistent clustering of behavioral prior experience. Practically, the proposed esports consumers' clustering will contribute to more efficient marketing, with spending on more targeted marketing leading to effectively reaching the right people.

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Determinants of Word-of-Mouth Influence in Sport Viewership

Cited by 44 publications

References 0 publications

When abs do not sell: The impact of male influencers conspicuously displaying a muscular body on female followers

When abs do not sell: The impact of male influencers conspicuously displaying a muscular body on female followers

Effect of Prior Gameplay Experience on the Relationships between Esports Gameplay Intention and Live Esports Streaming Content

Clustering Esports Gameplay Consumers via Game Experiences

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