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...

Table of Contents:

• 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.