Analysis of Factors Influencing Traditional WOM and eWOM (CROSBI ID 709881)
Prilog sa skupa u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Dobrinić, Damir ; Gregurec, Iva
engleski
Analysis of Factors Influencing Traditional WOM and eWOM
This study aims to investigate the effect of consumer innovativeness, need to belong, and source credibility on the receipt of information within WOM and eWOM communication. Empirical research was conducted on 370 respondents in Croatia. Structural equation modelling analysis was used to test the structural relationship between variables from the proposed model and to test hypotheses. The study results confirm the positive association of proposed variables with WOM and eWOM, except the association of need to belong with WOM, which has not been established. In addition to new scientific knowledge, practitioners can use the results in implementing activities to increase customer engagement with the brand and company.
WOM, eWOM, consumer innovativeness, need to belong, source credibility
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Podaci o prilogu
157-164.
2021.
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objavljeno
Podaci o matičnoj publikaciji
Central European conference on information and intelligent systems
Vrček, Neven ; Pergler, Elisabeth ; Grd, Petra
Varaždin: Fakultet organizacije i informatike Sveučilišta u Zagrebu
1847-2001
1848-2295
Podaci o skupu
32nd Central European Conference on Information and Intelligent Systems (CECIIS 2021)
predavanje
13.10.2021-15.10.2021
Varaždin, Hrvatska