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:	Aobakwe Ledikwe, Beate Stiehler-Mulder, Mornay Roberts-Lombard
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2020
Materias:	product involvement wom ewom young adults Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/d0b47b4b29644307a87cd53c4831e766
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id	oai:doaj.org-article:d0b47b4b29644307a87cd53c4831e766
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spelling	oai:doaj.org-article:d0b47b4b29644307a87cd53c4831e7662021-12-02T18:23:58ZProduct involvement, WOM and eWOM in the fast food industry: A young adult perspective in an emerging African economy2331-197510.1080/23311975.2020.1817288https://doaj.org/article/d0b47b4b29644307a87cd53c4831e7662020-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1817288https://doaj.org/toc/2331-1975This 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.Aobakwe LedikweBeate Stiehler-MulderMornay Roberts-LombardTaylor & Francis Grouparticleproduct involvementwomewomyoung adultsBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 7, Iss 1 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	product involvement wom ewom young adults Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	product involvement wom ewom young adults Business HF5001-6182 Management. Industrial management HD28-70 Aobakwe Ledikwe Beate Stiehler-Mulder Mornay Roberts-Lombard Product involvement, WOM and eWOM in the fast food industry: A young adult perspective in an emerging African economy
description	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.
format	article
author	Aobakwe Ledikwe Beate Stiehler-Mulder Mornay Roberts-Lombard
author_facet	Aobakwe Ledikwe Beate Stiehler-Mulder Mornay Roberts-Lombard
author_sort	Aobakwe Ledikwe
title	Product involvement, WOM and eWOM in the fast food industry: A young adult perspective in an emerging African economy
title_short	Product involvement, WOM and eWOM in the fast food industry: A young adult perspective in an emerging African economy
title_full	Product involvement, WOM and eWOM in the fast food industry: A young adult perspective in an emerging African economy
title_fullStr	Product involvement, WOM and eWOM in the fast food industry: A young adult perspective in an emerging African economy
title_full_unstemmed	Product involvement, WOM and eWOM in the fast food industry: A young adult perspective in an emerging African economy
title_sort	product involvement, wom and ewom in the fast food industry: a young adult perspective in an emerging african economy
publisher	Taylor & Francis Group
publishDate	2020
url	https://doaj.org/article/d0b47b4b29644307a87cd53c4831e766
work_keys_str_mv	AT aobakweledikwe productinvolvementwomandewominthefastfoodindustryayoungadultperspectiveinanemergingafricaneconomy AT beatestiehlermulder productinvolvementwomandewominthefastfoodindustryayoungadultperspectiveinanemergingafricaneconomy AT mornayrobertslombard productinvolvementwomandewominthefastfoodindustryayoungadultperspectiveinanemergingafricaneconomy
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Product involvement, WOM and eWOM in the fast food industry: A young adult perspective in an emerging African economy

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