Evaluating Social Media Marketing: Social Proof and Online Buyer Behaviour Sanak-Kosmowska Katarzyna
Evaluating Social Media Marketing: Social Proof and Online Buyer Behaviour Sanak-Kosmowska Katarzyna This book is an innovative attempt to identify and analyse the processes related to social…
Specifikacia Evaluating Social Media Marketing: Social Proof and Online Buyer Behaviour Sanak-Kosmowska Katarzyna
Evaluating Social Media Marketing: Social Proof and Online Buyer Behaviour Sanak-Kosmowska Katarzyna
This book is an innovative attempt to identify and analyse the processes related to social influence in online buying behaviour, with special attention given to the phenomenon of social proof, which is the basis of social media, recommendation marketing, and word-of-mouth (WOM) marketing. Following this, in the context of theoretical considerations, the author analyses the social role and significance of social proof in the buying behaviours of online consumers. The It empirically verifies the factors which influence the effectiveness of social proof, and identifies relevant impact factors.Opening with a literature review of this concept from the perspective of social psychology, sociology, and marketing, this interdisciplinary approach to the issue allows for an in-depth understanding of the mechanisms of the effective use of social proof in contemporary online marketing.
Marketing and Social Media
Social Media Marketing