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Wolfgang Weitzl (auth.)
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دانلود کتاب Measuring Electronic Word-of-Mouth Effectiveness: Developing and Applying the eWOM Trust Scale
by Wolfgang Weitzl (auth.)|
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عنوان فارسی: اندازه گیری کلمه از دهان اثربخشی الکترونیک: توسعه و استفاده از شاخص eWOM اعتماد |
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جزییات کتاب
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.
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