Measuring Electronic Word-of-Mouth Effectiveness

1. Introduction to the Research
Wolfgang Weitzl

2. Review of Literature and Theoretical Background
Wolfgang Weitzl

3. Conceptualization of the Construct, Research Questions and Hypotheses
Wolfgang Weitzl

4. Research Methods
Wolfgang Weitzl

5. Research Results
Wolfgang Weitzl

6. Discussion, Implications and Future Research
Wolfgang Weitzl

Avainsanat: Business and Management, Marketing