Katarzyna Sanak-Kosmowska

Evaluating Social Media Marketing (eBook, ePUB)

Social Proof and Online Buyer Behaviour

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 192
• Erscheinungstermin: 24. November 2021
• Englisch
• ISBN-13: 9781000480412
• Artikelnr.: 62664067

Autorenporträt

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 Spolecznosìciowych 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.

Inhaltsangabe

CHAPTER 1 INTRODUCTION
PART I THE PHENOMENON OF SOCIAL IMPACT IN ONLINE MARKETING.
CHAPTER 2. THEORETICAL FRAMEWORK - ONLINE MARKETING: BETWEEN PERSUASSION
AND MANIPULATION
CHAPTER 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 COMMERCE
PART II SOCIAL PROOF IN MARKETING: EFFECTIVENESS AND IMPACT AWARENESS
CHAPTER 6. RESEARCH MODEL, SCIENTIFIC OBJECTIVES AND HYPOTHESES
CHAPTER 7. CONFIDENCE IN SOCIAL PROOF AND ITS IMPACT ON BUYING DECISIONS
CHAPTER 8 CHARACTERISTICS OF INDICATORS OF SOCIAL PROOF BASED ON
EXPERIMENTAL RESEARCH
CHAPTER 9. DISCUSSION OF FINDINGS IN GLOBAL CONTEXT
SUMMARY
INDEX