Abstract
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.
| Original language | English |
|---|---|
| Article number | 1817288 |
| Journal | Cogent Business and Management |
| Volume | 7 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 1 Jan 2020 |
Keywords
- eWOM
- product involvement
- WOM
- young adults
ASJC Scopus subject areas
- Business and International Management
- Accounting
- Business, Management and Accounting (miscellaneous)
- Strategy and Management
- Organizational Behavior and Human Resource Management
- Management Science and Operations Research
- Marketing