Ledikwe, Aobakwe; Stiehler-Mulder, Beate; … - In: Cogent Business & Management 7 (2020) 1, pp. 1-22
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...