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- Author: Wolfgang Weitzl
- Publisher: Springer Gabler
- Year: 2016
- Pages: 375
- ISBN-10: 3658158883
- ISBN-13: 9783658158880
- Format: 14.8 x 21 x 2.1 cm, softcover
- Language: English
- SAVE -10% with code: EXTRA
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Description
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.
EXTRA 10 % discount with code: EXTRA
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- Author: Wolfgang Weitzl
- Publisher: Springer Gabler
- Year: 2016
- Pages: 375
- ISBN-10: 3658158883
- ISBN-13: 9783658158880
- Format: 14.8 x 21 x 2.1 cm, softcover
- Language: English English
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.
Reviews