Word of Mouth, Digital Media, and Open Innovation at the Agricultural SMEs

Tutur Wicaksono, Agus Dwi Nugroho, Zoltán Lakner, Anna Dunay, Csaba Bálint Illés · 2021 · Journal of Open Innovation Technology Market and Complexity

Summary. Agricultural SMEs in Hungary's local markets rely on two main information channels: word-of-mouth and digital media. Research with 156 consumers at Budapest's Central Market Hall found that older consumers prefer word-of-mouth, while educated, foreign, or socially isolated consumers choose digital platforms. The study recommends SMEs strengthen product quality and develop two-way digital communication strategies to reach diverse customer segments.

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@article{wicaksono-2021-word-mouth-digital-media-open,
  title   = {Word of Mouth, Digital Media, and Open Innovation at the Agricultural SMEs},
  author  = {Tutur Wicaksono and Agus Dwi Nugroho and Zoltán Lakner and Anna Dunay and Csaba Bálint Illés},
  journal = {Journal of Open Innovation Technology Market and Complexity},
  year    = {2021},
  doi     = {10.3390/joitmc7010091},
  url     = {https://doi.org/10.3390/joitmc7010091}
}

TY  - JOUR
TI  - Word of Mouth, Digital Media, and Open Innovation at the Agricultural SMEs
AU  - Tutur Wicaksono
AU  - Agus Dwi Nugroho
AU  - Zoltán Lakner
AU  - Anna Dunay
AU  - Csaba Bálint Illés
JO  - Journal of Open Innovation Technology Market and Complexity
PY  - 2021
DO  - 10.3390/joitmc7010091
UR  - https://doi.org/10.3390/joitmc7010091
ER  - 

Details

DOI

10.3390/joitmc7010091

Countries

Hungary

Regions

Europe

Categories

agtech, entrepreneurship, innovation-networks

Added

2026-04-28