Home
Measuring Electronic Word-of-mouth Effectiveness by Wolfgang Weitzl, Paperback | Indigo Chapters
![Measuring Electronic Word-of-mouth Effectiveness by Wolfgang Weitzl, Paperback | Indigo Chapters](https://dynamic.indigoimages.ca/books/9783658158880.jpg?scaleup=true&width=600&quality=85&lang=en)
Coles
Measuring Electronic Word-of-mouth Effectiveness by Wolfgang Weitzl, Paperback | Indigo Chapters
From Wolfgang Weitzl
Current price: $80.50
Loading Inventory...
Size: 1 x 8.27 x 11.23
*Product information may vary - to confirm product availability, pricing, and additional information please contact Coles
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. | Measuring Electronic Word-of-mouth Effectiveness by Wolfgang Weitzl, Paperback | Indigo Chapters