Event Word of Mouth

Abstract

Events rely on WOM to attract local community members and faraway fans alike. Via a field study (n=3,760), the authors introduce an event marketing success measure termed Event word-of-mouth (Event WOM), which is impacted by attendee resident status, sponsor and event factors. Based on field surveys in seven host communities in Colorado (Durango, Telluride, Montrose, Crested Butte, Gunnison, Aspen, Beaver Creek, Breckenridge, Colorado Springs, Golden, Boulder, Denver), the authors create and test a framework based on the Psychological Continuum Model to explain fans’ positive word-of-mouth for a sponsored event. The model shows relationships among: attendee’s distance from event (fan’s resident status), sports activeness, knowledge of the sport, identification with the sport, fans’ perception of the event as involved with the community, personal liking of the event, purchase intent, and ultimately event WOM.

Keywords: Keywords: Event-Linked Marketing, Word of Mouth, Sponsorship, Knowledge, Sport Sponsorship, Activeness, Community, Identity

JEL Classification: M31, M37