In the era of social media, sport content is easier to spread among global users. Therefore, Sport Word-of-Mouth Communication plays an important role in improving China's cultural soft power and international share-of-voice. Based on bibliometrics methods, this study aims to sort out the development context and connotation characteristics of sport word-of-mouth, compare the research differences at home and abroad, sport word-of-mouth and word-of-mouth, and conclude a research approach of sport word-of-mouth management. It is found that the characteristics of Sport Word-of-Mouth communication are reflected in the emphasis on intangible services, sponsorship effect, and the influence of sport image and physical experience on the communication process. By summarizing the common measurement methods, this study proposes that "word-of-mouth communication intention" and "word-of-mouth reception influence" can be used as the main measurement dimensions of Sport Word-of-Mouth Communication effect. Based on the matrix analysis of "Antecedent & Consequence × Communicator & Receiver × Upper & Lower Levels", this study puts forward the propositions and thinking of future research in the fields of sports user needs and behavior patterns, contextualization of Sport Word-of-Mouth communication, and sports event communication and reputation management. |