Social and Demographic Predictors of Consumers’ Word of Mouth Engagement in Czechia

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F20%3A00120678" target="_blank" >RIV/00216224:14560/20:00120678 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.tandfonline.com/doi/full/10.1080/08961530.2020.1800547" target="_blank" >https://www.tandfonline.com/doi/full/10.1080/08961530.2020.1800547</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1080/08961530.2020.1800547" target="_blank" >10.1080/08961530.2020.1800547</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Social and Demographic Predictors of Consumers’ Word of Mouth Engagement in Czechia

Popis výsledku v původním jazyce

Given that consumers’ Word of Mouth (WOM) communication is influenced by demographic and social background this study investigates (1) to what extent consumers’ WOM engagement is influenced by social relationship variables, (2) in what capacity demographic factors affects preferences to engage in WOM and (3) the preferred WOM environment. Our findings indicate that offline context is preferred, trust and social ties are positively related to WOM, whilst homophily has reportedly negative impact. Age, gender, and education are reported to influence consumers’ propensity to engage in WOM. Based on the results, several practical and theoretical implications are discussed.

Název v anglickém jazyce

Social and Demographic Predictors of Consumers’ Word of Mouth Engagement in Czechia

Popis výsledku anglicky

Given that consumers’ Word of Mouth (WOM) communication is influenced by demographic and social background this study investigates (1) to what extent consumers’ WOM engagement is influenced by social relationship variables, (2) in what capacity demographic factors affects preferences to engage in WOM and (3) the preferred WOM environment. Our findings indicate that offline context is preferred, trust and social ties are positively related to WOM, whilst homophily has reportedly negative impact. Age, gender, and education are reported to influence consumers’ propensity to engage in WOM. Based on the results, several practical and theoretical implications are discussed.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2020

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Journal of International Consumer Marketing

ISSN

0896-1530

e-ISSN

1528-7068

Svazek periodika

33

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

16

Strana od-do

418-433

Kód UT WoS článku

000558342600001

EID výsledku v databázi Scopus

2-s2.0-85088875779