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Více informací o knize Measuring Electronic Word-of-Mouth Effectiveness

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Anotace knihy

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.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: Measuring Electronic Word-of-Mouth Effectiveness
• Podnázev: Developing and Applying the eWOM Trust Scale
• Autor: Wolfgang Weitzl
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 375
• EAN: 9783658158880
• ISBN: 3658158883
• ID: 14231597
• Nakladatelství: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
• Hmotnost: 5095 g
• Rozměry: 210 × 148 × 24 mm
• Datum vydání: 05. October 2016

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