{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,12]],"date-time":"2025-10-12T03:18:53Z","timestamp":1760239133578,"version":"build-2065373602"},"reference-count":27,"publisher":"MDPI AG","issue":"10","license":[{"start":{"date-parts":[[2020,10,14]],"date-time":"2020-10-14T00:00:00Z","timestamp":1602633600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Information"],"abstract":"<jats:p>This study examines the impact of word of mouth (WOM) communication through social media and how it affects satisfaction with the Summer Universiade in Taipei. This study hopes to understand the usage characteristics of social media among university students and the implementation of social media and their effectiveness as a marketing strategy for sport organization. The hypotheses were verified using a survey of 572 university students from four universities that hosted competitions for the Summer Universiade Games. Data were analyzed using t test, Pearson\u2019s correlation analysis and two-way ANOVA analysis. The results indicated that WOM has impacted satisfaction via social media, and the level of understanding of sporting events was significantly affected by WOM communication and overall satisfaction. Moreover, gender showed no significant differences in WOM communication and overall satisfaction with sporting events. However, male participants had significantly higher value in WOM dissemination than female respondents. In addition, the spectators\u2019 understanding of the sporting event on WOM communication and overall satisfaction was not affected by the continued use of social media. Suggestions are provided, including sufficient sports marketing and service quality from the organizers, in order to maintain good sports events and enhance spectators\u2019 feelings.<\/jats:p>","DOI":"10.3390\/info11100482","type":"journal-article","created":{"date-parts":[[2020,10,14]],"date-time":"2020-10-14T08:59:22Z","timestamp":1602665962000},"page":"482","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["The Effects of Social Media on Sporting Event Satisfaction and Word of Mouth Communication: An Empirical Study of a Mega Sports Event"],"prefix":"10.3390","volume":"11","author":[{"given":"Juan","family":"Du","sequence":"first","affiliation":[{"name":"Department of Physical Education, National Taiwan Normal University, Taipei 106, Taiwan"},{"name":"Department of Public Physical Education, Fujian Agriculture and Forestry University, Fuzhou 350002, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3744-2684","authenticated-orcid":false,"given":"Mei-Yen","family":"Chen","sequence":"additional","affiliation":[{"name":"Graduate Institute of Sport, Leisure and Hospitality Management, National Taiwan Normal University, Taipei 106, Taiwan"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5688-0500","authenticated-orcid":false,"given":"Yu-Feng","family":"Wu","sequence":"additional","affiliation":[{"name":"Graduate Institute of Sport, Leisure and Hospitality Management, National Taiwan Normal University, Taipei 106, Taiwan"},{"name":"Physical Education Office, Fu Jen Catholic University, New Taipei City 24205, Taiwan"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2020,10,14]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"22","DOI":"10.1016\/j.sbspro.2016.11.022","article-title":"Analyses of word-of-mouth communication and its effect on students\u2019 university preferences","volume":"235","author":"Ozdemir","year":"2016","journal-title":"Procedia Soc. Behav. Sci."},{"key":"ref_2","doi-asserted-by":"crossref","first-page":"147","DOI":"10.1016\/j.smr.2017.06.003","article-title":"Sports fan experience: Electronic word-of-mouth in ephemeral social media","volume":"21","author":"Wakefiled","year":"2018","journal-title":"Sport Manag. Rev."},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"183","DOI":"10.1016\/j.smr.2015.06.001","article-title":"Introducing branded communities in sport for building strong brand relations in social media","volume":"19","author":"Popp","year":"2016","journal-title":"Sport Manag. Rev."},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"338","DOI":"10.1123\/jsm.24.3.338","article-title":"Customer satisfaction with game and service experience: Antecedents and consequences","volume":"24","author":"Yoshida","year":"2010","journal-title":"J. Sport Manag."},{"key":"ref_5","unstructured":"Whiteside, K. (2014, April 04). If London was Twitter Olympics, Call Sochi the Viral Games. USA Today, Available online: http:\/\/www.usatoday.com\/story\/sports\/olympics\/sochi\/2014\/02\/10\/sochi-russia-social-media-winter-olympic-games\/5381185\/."},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"215","DOI":"10.2298\/PSI161114006A","article-title":"A model of the relationship between the Big Five personality traits and the motivations to deliver word-of-mouth online","volume":"51","author":"Anastasiei","year":"2018","journal-title":"Psihologija"},{"key":"ref_7","doi-asserted-by":"crossref","first-page":"358","DOI":"10.1016\/j.chb.2015.08.026","article-title":"What do they snapchat about? Patterns of use in time-limited instant messaging service","volume":"54","author":"Piwek","year":"2016","journal-title":"Comput. Hum. Behav."},{"key":"ref_8","unstructured":"Constine, J. (2017, March 17). Snapchat Reportedly Hit 160 M Daily Users and $400 M Revenue in 2016. Available online: https:\/\/techcrunch.com\/2017\/02\/02\/snap-ipo\/."},{"key":"ref_9","first-page":"18","article-title":"Facebook advertising: Relationship between types of message, brand attitude and preceived buying risk","volume":"6","author":"Anastasiei","year":"2017","journal-title":"Ann. Constant Br\u00e2ncu\u015fi Univ. T\u00e2rgu Jiu Econ. Ser."},{"key":"ref_10","doi-asserted-by":"crossref","unstructured":"Du, J., Chen, M.-Y., and Wu, Y.-F. (2019, January 25\u201327). Consumers\u2019 Purchasing Intention and Exploratory Buying Behavior Tendency for Wearable Technology: The Moderating Role of Sport Involvement. Proceedings of the 2019 International Conference on Industrial Engineering and Systems Management (IESM), Shanghai, China.","DOI":"10.1109\/IESM45758.2019.8948118"},{"key":"ref_11","unstructured":"Katz, E., and Lazarsfeld, P.F. (1955). Personal Influence: The Part Played by People in the Flow of Mass Communication, Free Press."},{"key":"ref_12","doi-asserted-by":"crossref","first-page":"280","DOI":"10.1080\/16184740108721903","article-title":"The behavioural consequences of perceived service quality: An exploratory study in the context of private fitness clubs in Greece","volume":"1","author":"Alexandris","year":"2001","journal-title":"Eur. Sport Manag. Q."},{"key":"ref_13","doi-asserted-by":"crossref","unstructured":"Anastasiei, B., and Dospinescu, N. (2019). Electronic word-of-mouth for online retailers: Predictors of volume and valence. Sustainability, 11.","DOI":"10.3390\/su11030814"},{"key":"ref_14","doi-asserted-by":"crossref","first-page":"258","DOI":"10.2501\/JAR-51-1-258-275","article-title":"Friends, fans, and followers: Do ads work on social networks?","volume":"51","author":"Taylor","year":"2011","journal-title":"J. Advert. Res."},{"key":"ref_15","doi-asserted-by":"crossref","first-page":"1313","DOI":"10.1016\/j.jbusres.2011.10.028","article-title":"Effects of positive customer-to-customer service interaction","volume":"65","author":"Yoo","year":"2012","journal-title":"J. Bus. Res."},{"key":"ref_16","doi-asserted-by":"crossref","first-page":"586","DOI":"10.1007\/s11747-009-0167-8","article-title":"Pride in contemporary sport consumption: A marketing perspective","volume":"38","author":"Decrop","year":"2010","journal-title":"J. Acad. Mark. Sci."},{"key":"ref_17","doi-asserted-by":"crossref","first-page":"463","DOI":"10.1007\/s11205-014-0798-0","article-title":"Why grateful adolescent athletes are more satisfied with their life: The mediating role of perceived team cohesion","volume":"124","author":"Chen","year":"2015","journal-title":"Social Indic. Res."},{"key":"ref_18","doi-asserted-by":"crossref","first-page":"17","DOI":"10.1080\/1353832242000195032","article-title":"Service quality in higher education using an enhanced SERVQUAL approach","volume":"10","author":"Tan","year":"2004","journal-title":"Qual. Higher Educ."},{"key":"ref_19","unstructured":"Zeithaml, V.A., Bitner, M.J., and Gremler, D.D. (2006). Service Marketing: Integrating Customer Focus across the Firm, McGraw-Hill\/Irwin. [4th ed.]."},{"key":"ref_20","doi-asserted-by":"crossref","first-page":"119","DOI":"10.1123\/jsm.2012-0191","article-title":"Examining the longitudinal structure, stability, and dimensional interrelationships of team identification","volume":"28","author":"Lock","year":"2016","journal-title":"J. Sport Manag."},{"key":"ref_21","doi-asserted-by":"crossref","first-page":"227","DOI":"10.1080\/16184742.2012.679949","article-title":"The effects of emotions on football spectators\u2019 satisfaction and behavioral intentions","volume":"12","author":"Biscaia","year":"2012","journal-title":"Eur. Sport Manag. Q."},{"key":"ref_22","doi-asserted-by":"crossref","first-page":"781","DOI":"10.1002\/mar.20412","article-title":"Consumer loyalty in sport spectatorship services: The relationships with consumer satisfaction and team identification","volume":"28","author":"Bodet","year":"2011","journal-title":"Psychol. Mark."},{"key":"ref_23","doi-asserted-by":"crossref","first-page":"933","DOI":"10.1016\/j.chb.2011.12.014","article-title":"Factors influencing the continuance intention to the usage of Web 2.0: An empirical study","volume":"28","author":"Chen","year":"2012","journal-title":"Comput. Hum. Behav."},{"key":"ref_24","unstructured":"Hair, J.F., Anderson, R.E., Tatham, R.L., and Black, W.C. (1998). Multivariate Data Analysis, Prentice-Hall. [5th ed.]."},{"key":"ref_25","doi-asserted-by":"crossref","first-page":"31","DOI":"10.1080\/01463376709368825","article-title":"The Likert-type scale","volume":"15","author":"Arnold","year":"1967","journal-title":"Today\u2019s Speech"},{"key":"ref_26","doi-asserted-by":"crossref","first-page":"399","DOI":"10.1108\/02652320810902433","article-title":"The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services","volume":"26","author":"Flavian","year":"2008","journal-title":"Int. J. Bank Mark."},{"key":"ref_27","doi-asserted-by":"crossref","first-page":"2268","DOI":"10.1108\/IJCHM-01-2017-0044","article-title":"The role of trip purpose and hotel star rating on guests\u2019 satisfaction and WOM","volume":"30","author":"Rajaguru","year":"2018","journal-title":"Int. J. Contemp. Hosp. Manag."}],"container-title":["Information"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/2078-2489\/11\/10\/482\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,11]],"date-time":"2025-10-11T10:21:07Z","timestamp":1760178067000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/2078-2489\/11\/10\/482"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2020,10,14]]},"references-count":27,"journal-issue":{"issue":"10","published-online":{"date-parts":[[2020,10]]}},"alternative-id":["info11100482"],"URL":"https:\/\/doi.org\/10.3390\/info11100482","relation":{},"ISSN":["2078-2489"],"issn-type":[{"type":"electronic","value":"2078-2489"}],"subject":[],"published":{"date-parts":[[2020,10,14]]}}}