• International journal of advanced smart convergence
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• 제8권3호
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• pp.20-26
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• 2019

This study multi-dimensionally analyzes a sport documentary, All or Nothing: Manchester City, which is an original content on Prime Video, an American Over-The-Top (OTT) platform. Due to the success of South Korean soccer player Heung-min Son who plays Tottenham Hotspur of England, the popularity of the English Premier league is recently the greatest in South Korea along with the fact that soccer has been a popular sport for a long time. This study focuses on the success of the soccer club, Manchester City, which has become a rising star with its huge investment from United Arab Emirates; Manchester City won the league four times since 1992/1993 season. Also, during the 2017/2018 season, the background the documentary, Manchester City won the league title with new records, which shows the greatness of Manchester City. Especially, this study examines the documentary by 1) Story 2) Type of Scene 3) How to watch. Thus, this study explores not only the aspects of team-themed sport documentary that shows how and why Manchester City is excellent, but also the traits of the original content that explores the structure of the media platform.

• Journal of Sport and Applied Science
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• 제4권2호
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• pp.1-9
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• 2020

Purpose: This study sought to investigate the critical features of Word of mouth (WOM) advertising and their impact on sport consumer behavior. Research design, data, and methodology: Target population of the study consisted of all sports consumer of the Federation of Special Patients and Organ Transplantation, Tehran (Iran), who had indirectly watched the World Organ Transplant Competition documentary at least once on others' advice. For this purpose, 360 sports consumers of the federation were purposefully selected and they were asked to complete the standard WOM advertising questionnaire of Asda and Ko. Pearson correlation coefficient test and modeling of structural equations were performed using Spss24 and Smart PLS software at an error level of 0.05 used to analyze the data. Results: The findings show that there is a significant relationship between experience and expertise, trust and validity, content richness, and the power of message transmission through WOM advertising and its predictability. Finally, interpersonal relationships and work involvement also had a moderating role in this regard. Conclusions: The general conclusion is that the components of WOM advertising as well as involvement and homophily with the mediating role directly as one of the presuppositions for persuasion. The sports consumer was promoting WOM.