Word of Mouth, Digital Media, and Open Innovation at the Agricultural SMEs
Abstract
:1. Introduction
2. Literature Review and Theoretical Framework
2.1. Literature Review
2.2. Theoretical Framework
3. Materials and Methods
3.1. Location
3.2. Data Collection Procedure
3.3. Data Analysis
4. Results
4.1. Characteristic of Respondents
4.2. Determinant Factors of the Source of Consumer Information in the Agricultural Local Market of Hungary
5. Discussion
5.1. Word-of-Mouth or Digital Media in Agricultural SMEs
5.2. The Way of Open Innovation in Agricultural SMEs
6. Conclusions, Implications, Limitations, and Future Research
6.1. Conclusions
6.2. Implications
6.3. Limitations
6.4. Future Research
Author Contributions
Funding
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Symbol | Variable | Criteria |
---|---|---|
Y | Source of information | 0 = from WoM |
1 = from digital media | ||
X1 | Age | in years |
X2 | Gender | 0 = female |
1 = male | ||
X3 | Education | 0 = secondary school |
1 = bachelor | ||
2 = higher than bachelor | ||
X4 | Mobile phone ownership | 0 = yes |
1 = not | ||
X5 | Direct social interaction with other people every day | 0 = yes |
1 = no | ||
X6 | Social media ownership | 0 = yes |
1 = not | ||
X7 | Distance | 0 = close (1–10 km) |
1 = far (more than 10 km) | ||
X8 | Nationality | 0 = Hungarian |
1 = non-Hungarian |
Variable | B | Std. Error | Wald | Sig | Exp(B) |
---|---|---|---|---|---|
Y | −6.833 | 26,668.105 | 0.000 | 1.000 | 0.001 |
X1 | −0.152 | 0.060 | 6.419 | 0.011 (*) | 0.859 |
X2 | 0.158 | 1.282 | 0.015 | 0.902 ns | 1.171 |
X3 | 1.182 | 0.709 | 2.781 | 0.095 (**) | 3.262 |
X4 | −12.642 | 17,710.171 | 0.000 | 0.999 ns | 0.001 |
X5 | 1.673 | 0.900 | 3.456 | 0.063 (**) | 5.329 |
X6 | −3.021 | 4.243 | 0.507 | 0.476 ns | 0.049 |
X7 | 17.388 | 19,938.348 | 0.000 | 0.999 ns | 35,600,742.895 |
X8 | 3.914 | 1.899 | 4.247 | 0.039 (*) | 50.082 |
Nagelkerke R-squared | 0.720 | ||||
Hosmer and Lemeshow sig test | 0.996 |
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Wicaksono, T.; Nugroho, A.D.; Lakner, Z.; Dunay, A.; Illés, C.B. Word of Mouth, Digital Media, and Open Innovation at the Agricultural SMEs. J. Open Innov. Technol. Mark. Complex. 2021, 7, 91. https://doi.org/10.3390/joitmc7010091
Wicaksono T, Nugroho AD, Lakner Z, Dunay A, Illés CB. Word of Mouth, Digital Media, and Open Innovation at the Agricultural SMEs. Journal of Open Innovation: Technology, Market, and Complexity. 2021; 7(1):91. https://doi.org/10.3390/joitmc7010091
Chicago/Turabian StyleWicaksono, Tutur, Agus Dwi Nugroho, Zoltán Lakner, Anna Dunay, and Csaba Bálint Illés. 2021. "Word of Mouth, Digital Media, and Open Innovation at the Agricultural SMEs" Journal of Open Innovation: Technology, Market, and Complexity 7, no. 1: 91. https://doi.org/10.3390/joitmc7010091