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Measuring Electronic Word-of-Mouth Effectiveness

Measuring Electronic Word-of-Mouth Effectiveness

Wolfgang Weitzl

65,79 €
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Editorial:
Springer Nature B.V.
Año de edición:
2016
Materia
Ventas y marketing
ISBN:
9783658158880
65,79 €
IVA incluido
Disponible

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Sobre IBD

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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Otros libros del autor

  • Measuring Electronic Word-of-Mouth Effectiveness
    Wolfgang Weitzl
    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. m...
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    47,60 €