EAN: 9783658158880

Bilder-Quelle: discount24.de - Sport-Freizeit

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.

Produktinformationen zuletzt aktualisiert am
23.05.2026 um 11:13 Uhr

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