書目名稱 | Measuring Electronic Word-of-Mouth Effectiveness |
副標(biāo)題 | Developing and Apply |
編輯 | Wolfgang Weitzl |
視頻video | http://file.papertrans.cn/629/628179/628179.mp4 |
概述 | Publication in the field of economic science.Includes supplementary material: |
圖書封面 |  |
描述 | .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.. |
出版日期 | Book 2017 |
關(guān)鍵詞 | Reliabilty; Validity; Generalizability; Online Information Recipients; Trust |
版次 | 1 |
doi | https://doi.org/10.1007/978-3-658-15889-7 |
isbn_softcover | 978-3-658-15888-0 |
isbn_ebook | 978-3-658-15889-7 |
copyright | Springer Fachmedien Wiesbaden 2017 |