Event Word of Mouth

Posted: 11 Jun 2014

See all articles by Angeline Close Scheinbaum

Angeline Close Scheinbaum

University of Texas at Austin; Clemson University

Anjala Krishen

Virginia Polytechnic Institute & State University - Department of Marketing

Nancy Lough

University of Nevada, Las Vegas

Date Written: June 10, 2014

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

Suggested Citation

Scheinbaum, Angeline Close and Krishen, Anjala and Lough, Nancy, Event Word of Mouth (June 10, 2014). Available at SSRN: https://ssrn.com/abstract=2448412 or http://dx.doi.org/10.2139/ssrn.2448412

Angeline Close Scheinbaum (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States

HOME PAGE: http://angelineclose.com

Clemson University ( email )

Clemson, SC 29631
United States

HOME PAGE: http://www.clemson.edu/business/about/profiles/aschein

Anjala Krishen

Virginia Polytechnic Institute & State University - Department of Marketing ( email )

Blacksburg, VA 24061
United States

Nancy Lough

University of Nevada, Las Vegas ( email )

4505 S. Maryland Parkway
Las Vegas, NV 89154
United States

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