Moderating Effect of Age and Gender on the Relationship Between Electronic Word of Mouth and Fast-food E-reputation in Togo
Year: 2025
Type: article
Abstract: The concept of e-reputation is the result of the rapid technological development of the Internet and its use by individuals and businesses. The emergence of Web 2.0 has led to a growing awareness of the importance of digital reputation or e-reputation and its vital role in ensuring the smooth running, success and longevity of a company. The aim of this study is to verify the moderating effect of gender and age on the relationship between electronic word of mouth and the e-reputation of fast-food restaurants in Togo. To do this, a survey was conducted among a sample of 374 Internet users. The results show that this relationship evolves in the same way for men and women, regardless of age.
Author: Yatoute Djagba, Uma Devi, Mohamed Abdoulaye Toure, Mengistu Matino Eltamo, Sanaby Keita
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6930913797
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