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

Bartosik-Purgat Małgorzata ()
Additional contact information
Bartosik-Purgat Małgorzata: Poznań University of Economics and Business

Journal of Management and Business Administration. Central Europe, 2018, vol. 26, issue 2, 16-33

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?

Keywords: social media; e-Wom; communication; gender; consumer behavior process (search for similar items in EconPapers)
JEL-codes: M31 N30 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.7206/jmba.ce.2450-7814.226 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:jmbace:v:26:y:2018:i:2:p:16-33:n:2

DOI: 10.7206/jmba.ce.2450-7814.226

Access Statistics for this article

Journal of Management and Business Administration. Central Europe is currently edited by Pawel Korzynski

More articles in Journal of Management and Business Administration. Central Europe from Sciendo
Bibliographic data for series maintained by Peter Golla ().