An Analysis of the Role of Selected Human and Media Variables on the Perceived Usefulness of Electronic Word-of-Mouth Advertising by Online Coaches

Document Type : Research Paper

Authors

1 Ph.D Student, Department of Sports Management, Allameh Tabataba'i University, Tehran, Iran.

2 Professor, Department of Sports Management, Allameh Tabataba'i University, Tehran, Iran.

Abstract

The present study aimed to analyze the role of selected human and media variables on the perceived usefulness of electronic word-of-mouth (e-WOM) advertising by online coaches. This study used a survey method to collect data. The statistical population included online athletes active in social media who were active in various sports disciplines. According to Cochran’s sample size formula for an unknown population, the sample size was determined as 384 people. Sampling was carried out using the cluster sampling method, and coaches were selected from different geographic areas and with diverse educational backgrounds to ensure diversity. Standardized questionnaires were used as the data collection tool. Both descriptive and inferential statistics were used. Mean and standard deviation were used in the descriptive section. Structural equation modeling (SEM) was used to examine the research factors. All data analyses were performed using SPSS and PLS software. The results showed that all relationships in this study were statistically significant at a level greater than 0.01 (t ≥ 1.96). The findings indicated that professional growth had a positive and significant effect (β = 0.387) on the perceived usefulness of e-WOM advertising. In addition, personal development efforts played a major role in explaining perceived usefulness with a path coefficient of 0.770. These results indicate that human and media variables play a critical and influential role in increasing the perception and effectiveness of e-WOM advertising for online coaches. It is essential to consider these factors in developing and improving advertising strategies.

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References

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History

  • Receive Date: 21 February 2025
  • Revise Date: 18 June 2025
  • Accept Date: 21 June 2025

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