E. Á. Verdejo

The Authenticity Effect: How Digital Word-of-Mouth and Management Response Shape Customer Loyalty in Street Food

The study looks at the way electronic word-of-mouth (eWOM) contributes to customer loyalty (CL) in the informal street food industry, with a focus on the mediating function of perceived authenticity (PA) and the moderating role of management response strategy (MRS). Drawing on an integrated theoretical framework that c...