ENGLISH

Measuring Electronic Word-of-Mouth Effectiveness: Developing and Applying the eWOM Trust Scale

By Wolfgang Weitzl (auth.)

Book information

Publisher
Gabler Verlag
Year
2017
ISBN
978-3-658-15888-0, 978-3-658-15889-7
DOI
10.1007/978-3-658-15889-7
Language
english
Format
PDF
Filesize
3 MB (3322081 bytes)
Edition
1
Pages
XVIII, 375\385
Time added
2017-02-20 14:58:51
Marketing

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.

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