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dc.contributor.advisorJimnanie A. Manigo, DBA
dc.contributor.authorEnson, Paul John P.
dc.date2023
dc.date.accessioned2024-10-18T02:14:20Z
dc.date.available2024-10-18T02:14:20Z
dc.date.issued2023-05
dc.identifier.urihttps://repository.umindanao.edu.ph/handle/20.500.14045/1061
dc.descriptionIn Partial Fulfillment of the Requirements for the Degree of Master in Business Administrationen_US
dc.description.abstractThe study aimed to determine the domains of electronic word-of-mouth and social influence that significantly predicts or influence the consumer behavior among the food services costumers in the Municipality of Kapalong. The respondents of the study were 384 selected food services costumers in Kapalong, Davao del Norte. The researcher used a quantitative non-experimental utilizing correlational technique in research and utilized the modified and adapted research questionnaires as instrument. The statistical tools used in this research include mean, Pearson-r, standard deviation and regression analysis. Results revealed that the level of the electronic word-of-mouth of the respondents is high, the level of social influence is high, while the level of the consumer behavior indicates a high level. Furthermore, this study found out that there is a significant relationship beeen the electronic word-of-mouth and consumer behavior. Also, a significant relationship between the social influence and consumer behavior was determined. Likewise, sender’s expertise, eWOM quantity and eWOM quality domains significantly influence consumer behavior. Moreover, in social Influence domains, the role in society, family, and reference group influence consumer behavior. Lastly, the results of the study support the theories of Involvement Theory, Social Judgement Theory, Theory on Reasoned Action, and the Proposition of Erkan and Evan (2016).en_US
dc.language.isoenen_US
dc.publisherMaster in Business Administrationen_US
dc.rightsUM Tagum College LIC
dc.subjectsocial influenceen_US
dc.subjectelectronic word-of-mouthen_US
dc.subjectconsumer behavioren_US
dc.subjectKapalong, Davao del Norteen_US
dc.titleElectronic word-of-mouth and social influence as predictors of consumer behavior among food servicesen_US
dc.typeManuscript Language Material
dc.contributor.panelStilo Floyd Schneider, PhD
dc.contributor.panelRey M. Regidor, EdD
dc.contributor.panelLarcyneil P. Pascual, PhD
dc.description.xtntviii, 63 pages


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