Sport Management Journal

Meta-Analysis of Satisfaction on Word-of-Mouth Advertising in Sports; The Moderating Role of Research Location

Document Type : Research Paper

Authors

Nasim Chiti 1
Reza Andam 2
Mojtaba Rajabi 2

1 Department of Physical Education and Sports Sciences, Faculty of Physical Education, Shahrood University of Technology, Shahrood, IranTechnology, Shahrood, Iran

2 Department of Physical Education and Sports Sciences, Faculty of Physical Education, Shahrood University of Technology, Shahrood, Iran

https://doi.org/10.22059/jsm.2024.365456.3201
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.

Keywords

Meta-analysis
Satisfaction
Systematic review
Sport
Word of mouth
Subjects
 
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Sport Management Journal
Volume 17, Issue 2
Spring 2025
Pages 93-74

  • Receive Date 19 September 2023
  • Revise Date 23 April 2024
  • Accept Date 24 April 2024

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