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Viac informácií o knihe Measuring Electronic Word-of-Mouth Effectiveness

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Anotácia knihy

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.

Parametre knihy

Zaradenie knihy Knihy po anglicky Economics, finance, business & management Business & management Sales & marketing

• Celý názov: Measuring Electronic Word-of-Mouth Effectiveness
• Podnázov: Developing and Applying the eWOM Trust Scale
• Autor: Wolfgang Weitzl
• Jazyk: Angličtina
• Väzba: Brožovaná
• Počet strán: 375
• EAN: 9783658158880
• ISBN: 3658158883
• ID: 14231597
• Nakladateľ: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
• Hmotnosť: 5095 g
• Rozmery: 210 × 148 × 24 mm
• Dátum vydania: 05. October 2016

Obľúbené z iného súdka

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