Measuring electronic word-of-mouth effectiveness : developing and applying the eWOM trust scale
Author(s)
Bibliographic Information
Measuring electronic word-of-mouth effectiveness : developing and applying the eWOM trust scale
（Research）
Springer Gabler, c2017
Available at / 1 libraries
-
No Libraries matched.
- Remove all filters.
Note
Includes bibliographical references (p. 325-373)
Description and Table of Contents
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.
Table of Contents
Interdisciplinary Literature Review on Trust.- Conceptualizing and Identifying the Role of eWOM Trust.- Developing the eWOM Trust Scale by Testing its Dimensionality, Reliability, Validity and Generalizability.- Applying the eWOM Trust Scale for Segmenting Online Information Recipients.
by "Nielsen BookData"
