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

Small and medium enterprises (SMEs) must continue to combine technology market adaptation or open innovation sustain their business. One of these ways is promote products services extensively. This study investigated the best media SMEs in local agricultural markets Hungary. uses an approach asking consumers where they receive information about determinants. Research questionnaires were distributed 156 who purchased on Budapest Central Market Hall. The data analyzed using a binary logistic model. studies showed that obtain through word-of-mouth digital media. Older tend word-of-mouth, while rarely interact with others are educated foreign choose Therefore, Hungary’s have yet focus developing promotional activities two For future, recommendations given Hungary maintain quality develop two-way communication (e-WOM).