Measuring Electronic Word-of-Mouth Effectiveness Developing and Applying the eWOM Trust Scale
Description
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.
Keywords
Business & EconomicsMarketingSales & SellingAdvertising & Promotion
2016Book
Author(s)Wolfgang Weitzl
PublisherSpringer Fachmedien Wiesbaden
ISBN9783658158880
LanguageEnglish
