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dc.rights.licenseopenAccess-
dc.contributor.authorKocić, Milan-
dc.contributor.authorRadaković, Katarina-
dc.date.accessioned2021-06-16T09:22:26Z-
dc.date.available2021-06-16T09:22:26Z-
dc.date.issued2019-
dc.identifier.citationKocić, M., & Radaković, K. [2019]. Implikacije elektronske interpersonalne komunikacije za izbor wellness ponude. Ekonomski horizonti, 21(1), 43-56.en_US
dc.identifier.issn1450-863Xen_US
dc.identifier.urihttps://scidar.kg.ac.rs/handle/123456789/13332-
dc.description.abstractIn the conditions of the dynamic development of information and communications technology, the traditional way of establishing communication among consumers has significantly changed. As one of several extremely important marketing instruments, word-of-mouth communication has been assuming a new dimension via digital forms of communicating. Having in mind the significance of social media for the formation of consumer attitudes and intentions concerning the purchasing process, the paper is aimed at obtaining relevant findings on the effect of electronic word-of-mouth communication on consumer behavior. More precisely, by using a correlation and multiple regression analysis, whether the quantity, quality and timeliness of information, and the source credibility of electronic word-of-mouth communication affect consumer trust in the area of a wellness offer was examined. A simple regression analysis was applied in order to determine whether consumer trust contributed to purchase intention. The results of the conducted empirical research show that there is a statistically significant impact of electronic word-of-mouth communication on consumer trust and that consumer trust positively affects purchase intention when choosing a wellness package in the Republic of Serbia is concerned.en_US
dc.language.isoenen_US
dc.publisherFaculty of Economics, University of Kragujevac, Kragujevac, The Republic of Serbiaen_US
dc.rightsinfo:eu-repo/semantics/openAccess-
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/-
dc.sourceEkonomski horizontien_US
dc.subjectelectronic word-of-mouth communicationen_US
dc.subjectconsumer attitudesen_US
dc.subjectpurchasing behavioren_US
dc.subjectsocial mediaen_US
dc.subjectwellness offeren_US
dc.titleThe implications of the electronic word-of-mouth communication in choosing a wellness offeren_US
dc.typearticleen_US
dc.description.versionPublisheden_US
dc.identifier.doi10.5937/ekonhor1901043Ken_US
dc.type.versionPublishedVersionen_US
Налази се у колекцијама:Faculty of Economics, Kragujevac

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