Erschienen: 13.10.2016 Abbildung von Weitzl | Measuring Electronic Word-of-Mouth Effectiveness | 1. Auflage | 2016 |


Measuring Electronic Word-of-Mouth Effectiveness

Developing and Applying the eWOM Trust Scale

Buch. Softcover

2017. 2016

In englischer Sprache

Gabler, Betriebswirt.-Vlg. ISBN 978-3-658-15888-0

Format (B x L): 14.8 x 21 cm

Gewicht: 511 g


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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