Product involvement, WOM and eWOM in the fast food industry: A young adult perspective in an emerging African economy
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 questionn...
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| Autores principales: | , , |
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| Formato: | article |
| Lenguaje: | EN |
| Publicado: |
Taylor & Francis Group
2020
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/d0b47b4b29644307a87cd53c4831e766 |
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