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Chiti, Nasim, Andam, Reza, Rajabi, Mojtaba. (1402). The Loyalty, Trust and Word -of-Mouth in Sports Advertising: A Meta-Analysis. جلوه هنر, 4(1), 31-47. doi: 10.22051/sbj.2023.43620.1093
Nasim Chiti; Reza Andam; Mojtaba Rajabi. "The Loyalty, Trust and Word -of-Mouth in Sports Advertising: A Meta-Analysis". جلوه هنر, 4, 1, 1402, 31-47. doi: 10.22051/sbj.2023.43620.1093
Chiti, Nasim, Andam, Reza, Rajabi, Mojtaba. (1402). 'The Loyalty, Trust and Word -of-Mouth in Sports Advertising: A Meta-Analysis', جلوه هنر, 4(1), pp. 31-47. doi: 10.22051/sbj.2023.43620.1093
Chiti, Nasim, Andam, Reza, Rajabi, Mojtaba. The Loyalty, Trust and Word -of-Mouth in Sports Advertising: A Meta-Analysis. جلوه هنر, 1402; 4(1): 31-47. doi: 10.22051/sbj.2023.43620.1093

The Loyalty, Trust and Word -of-Mouth in Sports Advertising: A Meta-Analysis

Sports Business Journal
مقاله 3، دوره 4، شماره 1 - شماره پیاپی 9، اردیبهشت 2024، صفحه 31-47    اصل مقاله (869.38 K)
نوع مقاله: Review article
شناسه دیجیتال (DOI): 10.22051/sbj.2023.43620.1093
نویسندگان
Nasim Chiti1؛ Reza Andam* 2؛ Mojtaba Rajabi3
1M.A. in Sport Management, Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technology, Shahrood, Iran.
2Associate Professor in Sport Management, Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technology, Shahrood, Iran.
3Assistant Professor in Sport Management, Department of Physical Education and Sport Sciences, Faculty of Physical Education, Shahrood University of Technology, Shahrood, Iran.
چکیده
Purpose: This research aims to conduct a meta-analysis of the relationship of loyalty and trust on word-of-mouth advertising in sports.
Methodology: The meta-analysis method was used to conduct this research. For this purpose, sixteen databases and two search engines analyzed all articles and theses published on the effects of trust and loyalty on word-of-mouth advertising in sports between 2002 and 2022. Finally, 18 articles were included in this study and were analyzed using CMA2 software, and the heterogeneity of the studies was determined by performing the q-value, I-squared, and tau-squared tests.
Findings: The results showed that the effect size of trust and loyalty on word-of-mouth advertising was 0.30 and 0.29, respectively. Based on Cohen's interpretive system, this level of influence was evaluated as moderate, although these relationships were significant (P<005). Finally, using the tree diagram, the studies with a minor deviation in 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 trust and loyalty on word-of-mouth advertising, it can be claimed that loyalty and trust positively affect word-of-mouth advertising. Therefore, it is suggested that sports managers give priority while maintaining the budget to create solutions that develop loyalty and trust in consumer sports products and services and focus on these issues.
Originality: In this study, we determine the results of world sports studies regarding the effects of trust and loyalty on word-of-mouth advertising in the form of a general result using the meta-analysis method.
 
کلیدواژه‌ها
Loyalty؛ Sports Product؛ Sports Service؛ Trust؛ Word of Mouth Advertising
عنوان مقاله [English]
وفاداری، اعتماد و تبلیغات دهان به دهان در ورزش: متاآنالیز
نویسندگان [English]
نسیم چیتی1؛ رضا اندام2؛ مجتبی رجبی3
1کارشناسی ارشد مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران.
2دانشیار مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران.
3استادیار مدیریت ورزشی، گروه تربیت بدنی و علوم ورزشی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران.
چکیده [English]
هدف: هدف پژوهش حاضر فراتحلیل رابطه وفاداری و اعتماد بر تبلیغات دهان به دهان در ورزش می‌باشد.
روش: برای انجام این پژوهش از روش فراتحلیل استفاده گردید. برای این منظور، شانزده پایگاه داده و دو موتور جستجو، کلیه مقالات و پایان‌نامه‌هایی که درباره نقش اعتماد و وفاداری بر تبلیغات دهان به دهان در ورزش، بین سال‌های 1381 تا 1401 منتشر شده‌اند، مورد تجزیه و تحلیل قرار گرفتند. از 18 مقاله در این پژوهش استفاده شد که با استفاده از نرم‌افزار  CMA2 تحلیل شدند. همچنین با توجه به انجام آزمون‌های q- value, I- squared, tau- squared ناهمگونی مطالعات مشخص گردید.
یافته‌ها: نتایج نشان داد اندازه اثر تأثیر اعتماد و وفاداری بر تبلیغات دهان به دهان به ترتیب 30/0 و 29/0 بود. که بر مبنای نظام تفسیری کوهن، این میزان تأثیر در حد متوسط ارزیابی شد که این رابطه ها معنادار (P<005) بودند. با استفاده از نمودار درختی مطالعاتی که کمترین انحراف را با اندازه اثر مدل تصادفی داشتند مشخص و به عنوان تحقیقات ارزشمندتر شناسایی شدند. همچنین باتوجه به آزمون N ایمن از خطا در رابطه با تأثیر اعتماد و وفاداری بر تبلیغات شفاهی می‌توان ادعا کرد که وفاداری و اعتماد بر تبلیغات دهان به دهان تأثیر مثبت می‌گذارد. بنابراین، پیشنهاد می‌شود مدیران ورزشی با حفظ بودجه به ایجاد راه‌حل‌هایی که وفاداری و اعتماد را به محصولات و خدمات ورزشی مصرف‌کننده افزایش می‌­دهد، اولویت داده و بر این موضوعات تمرکز کنند.
اصالت و ابتکار مقاله: در این مطالعه با استفاده از روش فراتحلیل نتایج مطالعات ورزشی موجود درباره نقش اعتماد و وفاداری در تبلیغات دهان به دهان در قالب یک نتیجه‌ی کلی تبیین گردید.
کلیدواژه‌ها [English]
اعتماد, تبلیغات دهان به دهان, محصولات ورزشی, ‌ خدمات ورزشی, وفاداری
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