Measuring Electronic Word-of-Mouth - E-book

eBook

Measuring Electronic Word-of-mouth Effectiveness - ENG

Developing And Applying The Ewom Trust Scale

Wolfgang Weitzl

eBook

$1,100.00

Disponible

Información adicional
Sinopsis

ISBN:	9783658158897
Formato:	Page Fidelity
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Marketing general
Año de publicación:	2016-10-04

Wolfgang Weitzl introduces a novel perspective for measuring consumer trust in eWOM by applying a rigid scale development process. In doing so, the research aims to set new methodical standards for developing reliable, valid and practicable research instruments. Most importantly, however, the research offers valuable insights into the nature and role of consumer-initiated vs. marketer-initiated online communication in an intercultural context by conducting a series of qualitative and quantitative surveys using samples from three countries.

eBooks