The influence of electronic word-of-mouth adoption on brand love amongst Generation Z consumers
Orientation: The study investigated the influence of electronic word-of-mouth (eWOM) adoption on brand love amongst Generation Z consumers in South Africa that will enable marketers to improve their brand love strategies amongst this generation. Research purpose: The study used the information adop...
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| Format: | Article |
| Language: | English |
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AOSIS
2021-05-01
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| Series: | Acta Commercii |
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| Online Access: | https://actacommercii.co.za/index.php/acta/article/view/928 |