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

-20% su kodu: BOOKS
67,74 
Įprasta kaina: 84,68 
-20% su kodu: BOOKS
Kupono kodas: BOOKS
Akcija baigiasi: 2025-03-09
-20% su kodu: BOOKS
67,74 
Įprasta kaina: 84,68 
-20% su kodu: BOOKS
Kupono kodas: BOOKS
Akcija baigiasi: 2025-03-09
-20% su kodu: BOOKS
2025-02-28 84.6800 InStock
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Knygos aprašymas

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.

Informacija

Autorius: Wolfgang Weitzl
Leidėjas: Springer Fachmedien Wiesbaden
Išleidimo metai: 2016
Knygos puslapių skaičius: 396
ISBN-10: 3658158883
ISBN-13: 9783658158880
Formatas: 210 x 148 x 22 mm. Knyga minkštu viršeliu
Kalba: Anglų

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