This study explored environmental antecedents of online word-of-mouth (WOM) within the realm of information value and empirically assessed their influences on both low- and high-informativeness WOM behaviors (i.e., like and share behaviors, respectively) in a natural online setting (i.e., Facebook pages of professional sport teams). With survey data and online secondary data, content analysis and negative binomial regression were conducted. The results revealed the significant impacts of environmental antecedents associated with content provision and game attractiveness on fans’ like and...Read more