Girl power and word‐of‐mouth behavior in the flourishing sports market

Abstract

Purpose

To investigate the influence of word‐of‐mouth (WOM) behavior among the growing teenage female market segment in the flourishing sports market.

Design/methodology/approach

A sample of 118 teenaged girls, aged 13‐18, participated in the study. The theory of consumer socialization and interpersonal influence was used as the conceptual foundation to generate hypotheses concerning female teens' susceptibility to interpersonal influence, self‐esteem, and WOM behavior. Female teens' ethnicity and media habits were also investigated.

Findings

All hypotheses were either supported or partially supported, suggesting that female teens' susceptibility to interpersonal influence and self‐esteem are related to athlete WOM behavior. Additionally, African‐American teenaged girls had significantly higher media habits than Caucasian teenaged girls.

Research limitations/implications

The research is based on a small sample of teenaged girls from one region of the USA. However, the sample is from a diverse socioeconomic group of teenagers, and represents a relatively unexplored, yet extremely important, consumer market segment.

Practical implications

The study provides insights for managers who want to learn more about the WOM behavior of one of the largest and most powerful market segments in the USA. Implications and applications are given to consumer marketers to help better serve this segment.

Originality/value

This paper fills a gap in the literature on female teens and what influences their WOM behavior in the enormous and growing sports market. Additionally, the paper looks at ethnicity and media habits and how these variables may impact on WOM behavior.

Citation

Bush, V.D., Bush, A.J., Clark, P. and Bush, R.P. (2005), "Girl power and word‐of‐mouth behavior in the flourishing sports market", Journal of Consumer Marketing, Vol. 22 No. 5, pp. 257-264. https://doi.org/10.1108/07363760510611680