书目名称 | Measuring Electronic Word-of-Mouth Effectiveness |
副标题 | Developing and Apply |
编辑 | Wolfgang Weitzl |
视频video | |
概述 | Publication in the field of economic science.Includes supplementary material: |
图书封面 |  |
描述 | .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.. |
出版日期 | Book 2017 |
关键词 | Reliabilty; Validity; Generalizability; Online Information Recipients; Trust |
版次 | 1 |
doi | https://doi.org/10.1007/978-3-658-15889-7 |
isbn_softcover | 978-3-658-15888-0 |
isbn_ebook | 978-3-658-15889-7 |
copyright | Springer Fachmedien Wiesbaden 2017 |