Understanding the impact of sport practice on WOM by demographics: exploratory insights from a NCA approach

Sport practice offers numerous psychophysical and social benefits. Yet understanding how it influences word of mouth (WOM) is crucial for sports organizations with the aim to promote it properly. This study investigates the impact of various dimensions of the sports practice experience on WOM, with a focus on how these effects vary by demographic factors such as gender and age. Using a comprehensive framework grounded in classical experience theories, the research employs Necessary Condition Analysis (NCA) to determine which experiential dimensions are essential for generating WOM. Results indicate that, overall, no single dimension is necessary for WOM; however, significant differences emerge across demographic groups. For instance, sensory, behavioural, and relational experiences are critical for men, while sensory and behavioural experiences are vital for individuals over 25 years of age. These findings underscore the importance of adapting marketing strategies and public promotions to different consumer segments. New insights by applying NCA in the context of sports practice offers practical implications for managers and policymakers aiming to enhance sports engagement and advocacy.