Measuring electronic word-of-mouth effectiveness : developing and applying the eWOM trust scale

• Main Author: Weitzl, Wolfgang, (Author)
• Format: eBook
• Language: English
• Published: Wiesbaden : Springer Gabler, 2017.
• Series: Springer Gabler research.
• Subjects: Word-of-mouth advertising.; Internet marketing.; elektronické knihy; electronic books
• ISBN: 9783658158897; 9783658158880
• Physical Description: 1 online resource

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 resear...