Wolfgang Weitzl
Measuring Electronic Word-of-Mouth Effectiveness
Developing and Applying the eWOM Trust Scale
Paperback Engels 2016 9783658158880Levertijd ± 9 werkdagen
Gratis verzonden
Samenvatting
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.
Specificaties
ISBN13:9783658158880
Taal:Engels
Bindwijze:Paperback
Aantal pagina's:375
Uitgever:Springer Fachmedien Wiesbaden
Hoofdrubriek:, Marketing
Thema:
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Inhoudsopgave
Interdisciplinary Literature Review on Trust.- Conceptualizing and Identifying the Role of eWOM Trust.- Developing the eWOM Trust Scale by Testing its Dimensionality, Reliability, Validity and Generalizability.- Applying the eWOM Trust Scale for Segmenting Online Information Recipients.
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan