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Somewhat pushy but effective : the role of value-laden social media digital content marketing (VSM-DCM) for search and experience products

Izogo, Ernest Emeka; Mpinganjira, Mercy - In: Journal of research in interactive marketing : … 16 (2022) 3, pp. 365-383

Persistent link: https://www.econbiz.de/10013286431

Examining the impact of eWOM-triggered customer-to-customer interactions on travelers' repurchase and social media engagement

Izogo, Ernest Emeka; Mpinganjira, Mercy; Karjaluoto, Heikki - In: Journal of travel research : a quarterly publication of … 61 (2022) 8, pp. 1872-1894

Persistent link: https://www.econbiz.de/10013391022

Assessing customer passion, commitment, and word-of-mouth intentions in digital assistant usage : the moderating role of technology anxiety

Maduku, Daniel K.; Mpinganjira, Mercy; Rana, Nripendra P.; … - In: Journal of retailing and consumer services 71 (2023), pp. 1-13

Persistent link: https://www.econbiz.de/10014259246

Product involvement, WOM and eWOM in the fast food industry : a young adult perspective in an emerging African economy

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...

Persistent link: https://www.econbiz.de/10012643867

Factors influencing Generation Y consumers' perceptions of eWOM credibility : a study of the fast-food industry

Shamhuyenhanzva, Roy Malon; Van Tonder, Estelle; … - In: The international review of retail, distribution and … 26 (2016) 4, pp. 435-455

Persistent link: https://www.econbiz.de/10011594197