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Measuring Electronic Word-of-Mouth Effectiveness

Developing and Applying the eWOM Trust Scale

By: Wolfgang Weitzl

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Measuring Electronic Word-of-Mouth Effectiveness

Developing and Applying the eWOM Trust Scale

By: Wolfgang Weitzl

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.

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Page Count

385

Publisher

Springer

Published Date

ISBN 10

3658158891

ISBN 13

9783658158897

Measuring Electronic Word-of-Mouth Effectiveness

Developing and Applying the eWOM Trust Scale

By: Wolfgang Weitzl

Write a review Read reviews Take a Quiz Solve Book Puzzle

Measuring Electronic Word-of-Mouth Effectiveness

Developing and Applying the eWOM Trust Scale

By: Wolfgang Weitzl

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.

Average ratings

N/A

5

0%

4

0%

3

0%

2

0%

1

0%

Write a review

Solve jigsaw puzzle

Age

Page Count

385

Publisher

Springer

Published Date

ISBN 10

3658158891

ISBN 13

9783658158897

Book's by Wolfgang Weitzl

Measuring Electronic Word-of-Mouth Effectiveness

Measuring Electronic Word-of-Mouth Effectiveness

Measuring Electronic Word-of-Mouth Effectiveness

Measuring Electronic Word-of-Mouth Effectiveness

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