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

Recent years have seen digital advertising grow to the point where it will soon overtake television as the no. 1 advertising medium. In the online environment,

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