Understanding the impact of sport practice on WOM by demographics: exploratory insights from a NCA approach

Berta Tubillejas-Andrés (), Yacine Ouazzani (), Haydeé Calderón-García and C. Rivera
Additional contact information
Berta Tubillejas-Andrés: Facultad de Economia, University of Valencia
Yacine Ouazzani: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE] - UBE - Université Bourgogne Europe
Haydeé Calderón-García: UV - Universitat de València = University of Valencia = Universidade de Valencia

Post-Print from HAL

Abstract: Sport practice offers numerous psychophysical and social benefits. Yet understanding how it influences word of mouth (WOM) is crucial for sports organizations with the aim to promote it properly. This study investigates the impact of various dimensions of the sports practice experience on WOM, with a focus on how these effects vary by demographic factors such as gender and age. Using a comprehensive framework grounded in classical experience theories, the research employs Necessary Condition Analysis (NCA) to determine which experiential dimensions are essential for generating WOM. Results indicate that, overall, no single dimension is necessary for WOM; however, significant differences emerge across demographic groups. For instance, sensory, behavioural, and relational experiences are critical for men, while sensory and behavioural experiences are vital for individuals over 25 years of age. These findings underscore the importance of adapting marketing strategies and public promotions to different consumer segments. New insights by applying NCA in the context of sports practice offers practical implications for managers and policymakers aiming to enhance sports engagement and advocacy.

Keywords: NCA; WOM; Sport practices; Consumer behaviour; Experience (search for similar items in EconPapers)
Date: 2025-01-23
References: Add references at CitEc
Citations:

Published in 24th International Marketing Trends Conference, Jan 2025, Venise, Italy

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05335669

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().