Word of mouth (WOM) has become an important and influential source of information on consumer attitudes and buying behavior. It is also considered very important in service industries, because intangible products cannot be easily evaluated before consumption. The aim of this study is to...

The difference in purchase behavior between male and female consumers is a well-established narrative because of the considerable differences in their buying preferences and decision-making approaches. Women buyer market for financial products is an untapped yet promising segment, however,...