Measuring electronic word-of-mouth effectiveness: Developing and applying the eWOM trust scale

Research output: Book/ReportBookpeer-review

11 Citations (Scopus)

Abstract

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.

Original languageEnglish
PublisherSpringer
Number of pages375
ISBN (Electronic)9783658158897
ISBN (Print)9783658158880
DOIs
Publication statusPublished - 1 Jan 2016
Externally publishedYes

Fingerprint

Dive into the research topics of 'Measuring electronic word-of-mouth effectiveness: Developing and applying the eWOM trust scale'. Together they form a unique fingerprint.

Cite this