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Analysis of Factors Influencing Traditional WOM and eWOM (CROSBI ID 709881)

Prilog sa skupa u časopisu | izvorni znanstveni rad | međunarodna recenzija

Dobrinić, Damir ; Gregurec, Iva Analysis of Factors Influencing Traditional WOM and eWOM // Central European conference on information and intelligent systems / Vrček, Neven ; Pergler, Elisabeth ; Grd, Petra (ur.). 2021. str. 157-164

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

Povezanost rada

Ekonomija