Measuring Electronic Word-of-Mouth Effectiveness : Developing and Applying the eWOM Trust Scale / by Wolfgang Weitzl.

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 resear...

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Bibliographic Details

Online Access:	Full Text (via Springer)
Main Author:	Weitzl, Wolfgang (Author)
Corporate Author:	École nationale supérieure des beaux-arts (France)
Format:	eBook
Language:	English
Published:	Wiesbaden Springer Fachmedien Wiesbaden Imprint : Springer Gabler, 2017.
Subjects:	Business. Marketing. Internet marketing.