Evaluating Social Media Marketing: Social Proof and Online Buyer Behaviour by Ka

Description: Evaluating Social Media Marketing by Katarzyna Sanak-Kosmowska 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. FORMAT Paperback CONDITION Brand New Publisher Description 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. 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. 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 second half of the book presents the results of the authors quantitative and qualitative research into the effectiveness of social proof. The quantitative research verifies the hypotheses concerning the social role and significance of social proof in buying decisions and identifies the level of confidence in the opinions expressed by other web users. The qualitative research focuses on the empirical verification of the effectiveness of social proof mechanisms. Additionally, attention is given to sensitivity to social proof, i.e. the factors that increase the effectiveness of such messages, from both the senders and the recipients perspective, as well as the forms and channels of communication. Written for scholars and researchers interested in the debate on the transparency of activities carried out by companies in the area of online marketing, the books detailed analysis of influence utilizing both quantitative and qualitative studies may be of interest to a wider group of academics including economists, psychologists and sociologists. Author Biography Katarzyna Sanak-Kosmowska PhD in Economics, MSc in Psychology, Assistant Professor, Department of Marketing, College of Management Sciences and Quality, Cracow University of Economics, Poland. Her research interests include online marketing communication, the psychology of consumer behaviour, and advertising. She is the author of Rola Serwisów Spoecznosìciowych w Komunikacji Marketingowej Marki (The Role of Social Networking in Brand Marketing Communications). She is a member of the American Marketing Association, member of the International Association of Researchers and Scientists in Latvia, member of the Polish Scientific Marketing Association, and member of the Spokespersons for Science Association. Table of Contents CHAPTER 1 INTRODUCTIONPART I THE PHENOMENON OF SOCIAL IMPACT IN ONLINE MARKETING.CHAPTER 2. THEORETICAL FRAMEWORK – ONLINE MARKETING: BETWEEN PERSUASSION AND MANIPULATIONCHAPTER 3. STRUCTURE OF FUNCTIONS, FORMS AND ORGANIZATION OF SELECTED STRATEGIES OF MARKETING COMMUNICATION AND EMPLOYED TOOLS IN THE VIRTUAL ENVIRONMENT.CHAPTER 4. SOCIAL INFLUENCE AND ITS MANIFESTATION IN THE HYPERMEDIA COMPUTER ENVIRONMENT: REASONS, DEFINITION, MODELS AND CHARACTERISTICS.CHAPTER 5. SOCIAL PROOF AS A KEY FACTOR IN SOCIAL COMMERCEPART II SOCIAL PROOF IN MARKETING: EFFECTIVENESS AND IMPACT AWARENESSCHAPTER 6. RESEARCH MODEL, SCIENTIFIC OBJECTIVES AND HYPOTHESESCHAPTER 7. CONFIDENCE IN SOCIAL PROOF AND ITS IMPACT ON BUYING DECISIONSCHAPTER 8 CHARACTERISTICS OF INDICATORS OF SOCIAL PROOF BASED ON EXPERIMENTAL RESEARCHCHAPTER 9. DISCUSSION OF FINDINGS IN GLOBAL CONTEXTSUMMARYINDEX Details ISBN0367651459 Author Katarzyna Sanak-Kosmowska Pages 178 Publisher Taylor & Francis Ltd Series Routledge Studies in Marketing Year 2023 ISBN-13 9780367651459 Format Paperback Publication Date 2023-05-31 Imprint Routledge Subtitle Social Proof and Online Buyer Behaviour Place of Publication London Country of Publication United Kingdom AU Release Date 2023-05-31 NZ Release Date 2023-05-31 UK Release Date 2023-05-31 Illustrations 33 Tables, black and white; 43 Line drawings, black and white; 43 Illustrations, black and white ISBN-10 0367651459 Alternative 9780367646523 DEWEY 658.872 Audience Tertiary & Higher Education We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:159628813;

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