EAN: 9783658158880

MEASURING ELECTRONIC WORD-OF-MOUTH EFFECTIVENES...

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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