Document Type : Research Paper
Authors
1 MA in Sport Management, Faculty of Physical Education and Sports Sciences, Shahrood University of Technology, Shahrood, Iran
2 Associate Professor in Sport Management, Faculty of Physical Education and Sport Sciences, Shahrood University of Technology, Shahrood, Iran
3 Assistant Professor in Sport Management, Faculty of Physical Education and Sports Sciences, Shahrood University of Technology, Shahrood, Iran
Abstract
Introduction: The purpose of the present research is a meta-analysis of satisfaction on word-of-mouth advertising in sports with the moderating role of research location.
Methods: The meta-analysis method was used to conduct this research. For this purpose, most of the articles and theses related to the research topic were examined between 2002 and 2022 and finally, 27 studies were analyzed by using CMA2 software; also, according to the q-value, I-squared, and tau-squared tests, the heterogeneity of the studies was determined.
Results: The results of the research showed that satisfaction had a positive and significant effect on word-of-mouth advertising with an effect size of 0.46 (P≤0.05). By using a tree diagram, the internal and external studies that had the least deviation with the effect size of the random model were identified and identified as more valuable research. Also, according to the FSN test, regarding the effect of satisfaction on word-of-mouth advertising, it can be claimed that this variable had a positive effect on word-of-mouth advertising for decades. Considering the heterogeneity of the studies, the location of the study was recognized as a moderator in the relationship between satisfaction with word-of-mouth advertising.
Conclusion: According to the research findings, it is suggested that sports managers pay attention to the needs and demands of their customers to increase word-of-mouth advertising and provide customer satisfaction by using new technologies and providing high-quality services and products.
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