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International Contexts of Social Media and e-WoM Communication in the Customer Decision-Making Process

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  • Bartosik-Purgat Małgorzata

    (Poznań University of Economics and Business)

Abstract

Purpose: The main purpose of the paper is to identify the importance of social media in e-WoM (electronic word of mouth) in relation to the two stages of consumer behavior, pre-purchase and post-consumption, in groups of different gender and countries. The article answers three research questions. Whether the frequency of using the most popular social media influences the range of using them in e-WoM among individual users? Which stage of consumer behavior process is more dependent on social media, pre-purchase or post-consumption? Do any differences exist between men and women in the scope under consideration?

Suggested Citation

  • Bartosik-Purgat Małgorzata, 2018. "International Contexts of Social Media and e-WoM Communication in the Customer Decision-Making Process," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 26(2), pages 16-33, June.
    • Handle: RePEc:vrs:jmbace:v:26:y:2018:i:2:p:16-33:n:2
    DOI: 10.7206/jmba.ce.2450-7814.226
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    References listed on IDEAS

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    More about this item

    Keywords

    social media; e-Wom; communication; gender; consumer behavior process;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • N30 - Economic History - - Labor and Consumers, Demography, Education, Health, Welfare, Income, Wealth, Religion, and Philanthropy - - - General, International, or Comparative

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