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Cogent Business & Management Volume 7, 2020 - Issue 1
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MARKETING

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

Aobakwe Ledikwe1 Department of Marketing Management, University of Johannesburg, P O Box 524, Auckland Park, Johannesburg2006, South AfricaCorrespondence[email protected] [email protected] [email protected]
View further author information
,
Beate Stiehler-Mulder1 Department of Marketing Management, University of Johannesburg, P O Box 524, Auckland Park, Johannesburg2006, South AfricaView further author information
&
Mornay Roberts-Lombard1 Department of Marketing Management, University of Johannesburg, P O Box 524, Auckland Park, Johannesburg2006, South AfricaView further author information
|
Len Tiu Wright2 De Montfort University Faculty of Business and Law, UKView further author information
(Reviewing editor)
Article: 1817288 | Received 18 May 2020, Accepted 27 Aug 2020, Published online: 15 Sep 2020

Figures & data

Figure 1. Proposed theoretical model.

Source: Researchers’ own construct.
Figure 1. Proposed theoretical model.

Table 1. Summary of measurement constructs and scale items

Table 2. Respondents’ demographic information

Table 3. Descriptive results

Table 4. Reliability results of the measurement scales

Table 5. Independent samples t-test results

Table 6. The interrelationship between product involvement, WOM, and eWOM

Table 7. Summary of findings from hypothesis testing

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