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Measuring Electronic Word-of-Mouth Effectiveness

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Cover of 'Measuring Electronic Word-of-Mouth Effectiveness'

Table of Contents

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    Book Overview
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    Chapter 1 Introduction to the Research
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    Chapter 2 Review of Literature and Theoretical Background
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    Chapter 3 Conceptualization of the Construct, Research Questions and Hypotheses
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    Chapter 4 Research Methods
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    Chapter 5 Research Results
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    Chapter 6 Discussion, Implications and Future Research
Attention for Chapter 3: Conceptualization of the Construct, Research Questions and Hypotheses
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