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

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...

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Main Author: Weitzl, Wolfgang (Author)
Corporate Author: SpringerLink (online služba)
Format: eBook
Language:English
Published: Wiesbaden : Springer Fachmedien Wiesbaden , 2017
Genre/form:elektronické knihy
ISBN:978-3-658-15889-7
9783658158880
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