Moderating Effect of Age and Gender on the Relationship Between Electronic Word of Mouth and Fast-food E-reputation in Togo

Key Points

• The relationship between electronic word of mouth and fast-food e-reputation varies based on age and gender.
• Younger individuals engage more with electronic word of mouth, especially in fast-food contexts.
• Analysis involved surveying individuals in Togo, revealing significant demographic influences on e-reputation dynamics.
• Findings imply that fast-food brands should tailor their strategies to different age and gender groups to enhance e-reputation.