Measuring Electronic Word of Mouth Effectiveness is popular PDF and ePub book, written by Wolfgang Weitzl in 2016-10-04, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Measuring Electronic Word of Mouth Effectiveness can be Read Online from any device for your convenience.
Measuring Electronic Word of Mouth Effectiveness Book PDF Summary
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.
Detail Book of Measuring Electronic Word of Mouth Effectiveness PDF
- Author : Wolfgang Weitzl
- Release : 04 October 2016
- Publisher : Springer
- ISBN : 9783658158897
- Genre : Business & Economics
- Total Page : 385 pages
- Language : English
- PDF File Size : 12,6 Mb
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