Product involvement, WOM and eWOM in the fast food industry: A young adult perspective in an emerging African economy

Autor:	Aobakwe Ledikwe, Beate Stiehler-Mulder, Mornay Roberts-Lombard
Jazyk:	angličtina
Rok vydání:	2020
Předmět:	product involvement wom ewom young adults Business HF5001-6182 Management. Industrial management HD28-70
Zdroj:	Cogent Business & Management, Vol 7, Iss 1 (2020)
Druh dokumentu:	article
ISSN:	2331-1975 23311975
DOI:	10.1080/23311975.2020.1817288
Popis:	This study investigates the relationship between product involvement, WOM, and eWOM in the fast food industry between two sub-groups of young adult consumers in South Africa. A quantitative design was followed, with primary data (n = 201) gathered from respondents using a self-administered questionnaire. The results suggest that product involvement exerts a positive and significant influence on WOM and eWOM in the case of both young adult sub-groups. There is also no difference in the perceptions of the two sub-groups of young adults concerning product involvement, WOM, and eWOM. Product involvement is found to play an important role in spreading WOM and eWOM in the fast food industry, and is proposed as an important focus area for managers.
Databáze:	Directory of Open Access Journals
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