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Measuring Electronic Word-of-mouth Effectiveness : Developing and Applying the Ewom Trust Scale

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About this item

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.

Genre: Business + Money Management
Format: Paperback
Publisher: Springer Verlag
Author: Wolfgang Weitzl
Language: English
Street Date: November 5, 2016
TCIN: 51746709
UPC: 9783658158880
Item Number (DPCI): 248-31-7425
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