Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/244945 
Year of Publication: 
2020
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 7 [Issue:] 1 [Publisher:] Taylor & Francis [Place:] Abingdon [Year:] 2020 [Pages:] 1-22
Publisher: 
Taylor & Francis, Abingdon
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.
Subjects: 
product involvement
young adults
eWOM
WOM
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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