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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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  • Aobakwe Ledikwe
  • Beate Stiehler-Mulder
  • Mornay Roberts-Lombard

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.

Suggested Citation

  • Aobakwe Ledikwe & Beate Stiehler-Mulder & Mornay Roberts-Lombard, 2020. "Product involvement, WOM and eWOM in the fast food industry: A young adult perspective in an emerging African economy," Cogent Business & Management, Taylor & Francis Journals, vol. 7(1), pages 1817288-181, January.
    • Handle: RePEc:taf:oabmxx:v:7:y:2020:i:1:p:1817288
    DOI: 10.1080/23311975.2020.1817288
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    Cited by:

    1. Md. Monirul Islam & Fathema Farjana Hani, 2021. "Hopes and reality: consumers’ purchase intention towards whitening cream," Future Business Journal, Springer, vol. 7(1), pages 1-12, December.

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