Overview
Publication in the field of economic science
Includes supplementary material: sn.pub/extras
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Table of contents (6 chapters)
Keywords
About this book
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.
Authors and Affiliations
About the author
Wolfgang Weitzl, PhD is assistant professor of marketing communication at the University of Vienna and research associate at the WU Vienna University of Economics and Business. His research and teaching focus is on brand management, market communication and consumer engagement. Here, his emphasis is on B2C and C2C online interactions including negative word-of-mouth, complaining, online service recoveries and integrated communication in the digital era.
Bibliographic Information
Book Title: Measuring Electronic Word-of-Mouth Effectiveness
Book Subtitle: Developing and Applying the eWOM Trust Scale
Authors: Wolfgang Weitzl
DOI: https://doi.org/10.1007/978-3-658-15889-7
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Fachmedien Wiesbaden 2017
Softcover ISBN: 978-3-658-15888-0Published: 13 October 2016
eBook ISBN: 978-3-658-15889-7Published: 04 October 2016
Edition Number: 1
Number of Pages: XVIII, 375
Number of Illustrations: 5 b/w illustrations
Topics: Marketing