Download Measuring Electronic Word-of-Mouth Effectiveness: Developing by Wolfgang Weitzl PDF

By Wolfgang Weitzl

Wolfgang Weitzl introduces a singular point of view for measuring client belief in eWOM by way of utilizing a inflexible scale improvement approach. In doing so, the study goals to set new methodical criteria for constructing trustworthy, legitimate and viable examine tools. most significantly, even if, the study bargains invaluable insights into the character and position of consumer-initiated vs. marketer-initiated on-line conversation in an intercultural context via accomplishing a chain of qualitative and quantitative surveys utilizing samples from 3 countries.

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Extra info for Measuring Electronic Word-of-Mouth Effectiveness: Developing and Applying the eWOM Trust Scale

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Everything else has to be based on it. Without trust, there is no basis for partnering. It’s the bottom line […]”. , Homans, 1961; Kelley & Thibaut, 1978). This theory is based on the fundamental assumption that people typically form their exchange relationships on the basis of trust. In its essence, SET views social interactions in a similar manner to economic exchange theory. That is, they are composed of costs paid and rewards received. Similarly to economic theory, people are assumed to only take part in interactions in situations where their outcomes are expected to 21 be satisfactory.

410) state that “factors exist within individuals that predispose them to trust or distrust others, whom they do not know”. This leads to the notion that people can be positioned on a spectrum ranging from high to low. Mayer, Davis, and Schoorman (1995) note that at one extreme people grant total blind trust, while individuals at the other end of the continuum will not trust anybody, regardless of the circumstances that make it relevant to trust. A slightly different perspective has been taken by McKnight and Chervany (2001).

Möllering, Bachmann & Lee, 2004) – having its roots in expressions symbolizing faithfulness and loyalty – the concept of trust is most likely to be “as old as the earliest forms of human association” (Watson, 2005). It is now widely agreed that almost every aspect of human life seems to be based on some form of trust. Certainly, trust is positive and essential to human beings, since it is part of the essential ingredients of life such as love and friendship, and different kinds of meaningful relationships seem to depend on this notion (Wang & Emurian, 2005).

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