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Open AccessArticle

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

by Juan Du 1,2, Mei-Yen Chen 3,* and Yu-Feng Wu 3,4,*
1
Department of Physical Education, National Taiwan Normal University, Taipei 106, Taiwan
2
Department of Public Physical Education, Fujian Agriculture and Forestry University, Fuzhou 350002, China
3
Graduate Institute of Sport, Leisure and Hospitality Management, National Taiwan Normal University, Taipei 106, Taiwan
4
Physical Education Office, Fu Jen Catholic University, New Taipei City 24205, Taiwan
*
Authors to whom correspondence should be addressed.
Information 2020, 11(10), 482; https://doi.org/10.3390/info11100482
Received: 17 August 2020 / Revised: 29 September 2020 / Accepted: 5 October 2020 / Published: 14 October 2020
(This article belongs to the Special Issue Data Analytics and Consumer Behavior)
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. View Full-Text
Keywords: social media; word of mouth (WOM); sports event; 2017 Taipei Summer Universiade social media; word of mouth (WOM); sports event; 2017 Taipei Summer Universiade
MDPI and ACS Style

Du, J.; Chen, M.-Y.; Wu, Y.-F. The Effects of Social Media on Sporting Event Satisfaction and Word of Mouth Communication: An Empirical Study of a Mega Sports Event. Information 2020, 11, 482.

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