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Measuring Electronic Word-of-Mouth Effectiveness: Developing and Applying the eWOM Trust Scale Wolfgang Weitzl 1st ed. 2017 edition
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Measuring Electronic Word-of-Mouth Effectiveness: Developing and Applying the eWOM Trust Scale
Wolfgang Weitzl
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.
393 pages, 5 black & white illustrations, biography
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