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@article{1675363,
author = {Mladenović, Dušan and Bruni, Roberto and Kalia, Prateek},
article_location = {Philadelphia, USA},
article_number = {4},
doi = {http://dx.doi.org/10.1080/08961530.2020.1800547},
keywords = {Czech Republic; homophily; social tie; trust; WOM; word of mouth engagement},
language = {eng},
issn = {0896-1530},
journal = {Journal of International Consumer Marketing},
title = {Social and Demographic Predictors of Consumers’ Word of Mouth Engagement in Czechia},
url = {https://www.tandfonline.com/doi/full/10.1080/08961530.2020.1800547},
volume = {33},
year = {2020}
}
TY - JOUR
ID - 1675363
AU - Mladenović, Dušan - Bruni, Roberto - Kalia, Prateek
PY - 2020
TI - Social and Demographic Predictors of Consumers’ Word of Mouth Engagement in Czechia
JF - Journal of International Consumer Marketing
VL - 33
IS - 4
SP - 418-433
EP - 418-433
PB - Taylor & Francis
SN - 08961530
KW - Czech Republic
KW - homophily
KW - social tie
KW - trust
KW - WOM
KW - word of mouth engagement
UR - https://www.tandfonline.com/doi/full/10.1080/08961530.2020.1800547
L2 - https://www.tandfonline.com/doi/full/10.1080/08961530.2020.1800547
N2 - 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.
ER -
MLADENOVI$\backslash$'C, Dušan, Roberto BRUNI a Prateek KALIA. Social and Demographic Predictors of Consumers’ Word of Mouth Engagement in Czechia. \textit{Journal of International Consumer Marketing}. Philadelphia, USA: Taylor \&{} Francis, 2020, roč.~33, č.~4, s.~418-433. ISSN~0896-1530. doi:10.1080/08961530.2020.1800547.
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