Author : Wolfgang Weitzl
Release : 2016-10-04
Genre : Business & Economics
Kind : eBook
Book Rating : 891/5 ( reviews)
Book Synopsis Measuring Electronic Word-of-Mouth Effectiveness by : Wolfgang Weitzl
Download or read book Measuring Electronic Word-of-Mouth Effectiveness written by Wolfgang Weitzl. This book was released on 2016-10-04. Available in PDF, EPUB and Kindle. Book excerpt: 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.