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Measuring Electronic Word-of-Mouth Effectiveness

Jezik EngleskiEngleski
Knjiga Meki uvez
Knjiga Measuring Electronic Word-of-Mouth Effectiveness Wolfgang Weitzl
Libristo kod: 14231597
Nakladnici Springer-Verlag Berlin and Heidelberg GmbH & Co. KG, listopad 2016
Wolfgang Weitzl introduces a novel perspective for measuring consumer trust in eWOM by applying a ri... Cijeli opis
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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.

Informacije o knjizi

Puni naziv Measuring Electronic Word-of-Mouth Effectiveness
Autor Wolfgang Weitzl
Jezik Engleski
Uvez Knjiga - Meki uvez
Datum izdanja 2016
Broj stranica 375
EAN 9783658158880
ISBN 3658158883
Libristo kod 14231597
Nakladnici Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Težina 5095
Dimenzije 148 x 210 x 24

Kategorija

Economics, Finance, Business & Management > Business & Management > Sales & marketing > Market research
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