Introduction: Today, the technological developments and extensive environmental changes have led to emergence of new communication and advertisement media and consequently changes in users' preferences. Meanwhile, the marketing media have mostly changed, too. The marketing philosophy is attracting profitable and loyal customers. In this regard, as a marketing tool, advertisement tries to transfer the same approach and attitude to audience and customers. The word of mouth advertising is one of the most widely accepted concepts in consumer behavior and plays an important role in shaping consumer behavior and attitude. Identifying the factors affecting word of mouth advertising, sports marketers may design better marketing strategies for attracting spectators’ attendance in stadiums and benefit from financial interests of selling marked goods. Methodology: This was applied correlation study. This study aimed to determine the predictability of word of mouth advertisement of sport spectators by factors affecting their attendance in stadiums. The population consisted of all spectators in Azadi Stadium in Tehran. However, 696 spectators were randomly selected and completed Alimohammadi’s Factors Affecting Attendance Questionnaire (2011) and Kim’s Word of Mouth Advertising Questionnaire (2008). The results showed that data had normal distribution. Pearson correlation coefficient was used to determine the relationship between factors affecting attendance and purchase behavior of spectators. Also, the simultaneous multiple regression method was used to predict the criterion variable (purchase behavior of spectators) by predictor variables (factors affecting attendance). Results: The results showed that errors independence was observed and multiple regression was applicable (P<0.01, F=17.352, Durbin Watson= 2.031, r2= 0.168). The components of factors affecting attendance predicted 17 percent of word of mouth advertising variables. The results of multiple regression showed that among the factors affecting attendance, the excitement (Beta= 0.135), information and attractiveness (Beta= 0.109), interaction and escape (Beta= 0.130), and performance and backgrounds of the team (Beta= 0.095) components were significant predictors of word of mouth advertising. Discussion: Watching exciting and attractive games and escaping from everyday pressures and problems, the spectators experience good moments and prefer to share these experiences with friends and acquaintances. Given the value and benefits of word of mouth advertising, it is hoped the results of this study will be used by clubs’ officials and managers. Also, it is recommended that future research investigate and identify other factors affecting word of mouth advertisement.
