ABSTRACT

Research Question: The study proposes that a sponsor’s social networking site (SNS) message has two components, articulation and interactivity, which are positively associated with a user’s sentiment (POS) and e-word-of-mouth (e-WOM). The relations are, further, moderated by the sponsor-event functional fit.

Research Method: The data were collected from Twitter and the proposed relations analysed using seemingly unrelated regression. The sample size was 131 sponsors for tennis grand slam events across the years 2016–17.

Findings: Significant effects of articulation on POS/e-WOM and of interactivity on e-WOM were found. The sponsor-event functional fit moderated the effect of event-focused articulation on POS/e-WOM and of interactivity on e-WOM.

Implications: Besides conceptualizing a sponsor’s two SNS message components, this study examines their effect on the consumers’ online response. The importance of SNS message articulation and interactivity, contingent to a sponsor’s functional fit with the event, for creating maximum impact is discussed.

摘要

研究问题：该研究提出，赞助商的社交网站 (SNS) 消息具有两个组成部分，即清晰度和交互性，它们与用户的情绪 (POS) 和电子口碑 (e-WOM) 呈正相关。这些关系进一步受到赞助商-活动功能匹配的调节。

研究方法：从 Twitter 收集数据，并使用看似无关的回归分析提出的关系。样本量为 2016-17 年间网球大满贯赛事的 131 个赞助商。

研究结果：发现了发音对 POS/e-WOM 和交互性对 e-WOM 的显着影响。赞助商-活动功能匹配调节了以活动为中心的表达对 POS/e-WOM 和交互性对 e-WOM 的影响。

启示：除了概念化赞助商的两个 SNS 消息组件外，本研究还检验了它们对消费者在线反应的影响。讨论了 SNS 消息表达和交互性的重要性，这取决于赞助商与活动的功能匹配，以产生最大的影响。