Full Text Available
Note: Clicking the button above will open the full text document at the original institutional repository in a new window.
The impact of electronic word-of-mouth in social networking sites on a high-involvement purchase : an empirical study of South African brides' intention to purchase the "once-in-a-lifetime" wedding dress
South Africa is home to a bourgeoning wedding industry valued at $3.25 billion. Much of the profit generated in this industry is from the sales of wedding dresses, with 57.1% of South African brides having purchased a new wedding dress from a bridal boutique in 2013. Previous research has looked at...
Saved in:
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Thesis |
| Language: | English |
| Published: |
School of Management Studies
2016
|
| Subjects: | |
| Tags: |
No Tags, Be the first to tag this record!
|