Marketing practitioners have recognized a need to measure customer-generated media in addition to the traditional marketing metrics. Message boards, chat rooms,

Wolfgang Weitzl introduces a novel perspective for measuring consumer trust in eWOM by applying a rigid scale development process. In doing so, the research aim

This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overv

Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment

With the growth of information technology—and the Internet in particular—many new communication channels and platforms have emerged. These platforms are foc