Measuring Electronic Word-of-Mouth Effectiveness Developing and Applying the eWOM Trust Scale /

• Main Author: Weitzl, Wolfgang (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2017.
• Subjects: Business.; Marketing.; Business and Management.

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...