Evaluating Social Media Marketing: Social Proof and Online Buyer Behaviour (Routledge Studies in Marketing) free ebook download.

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Evaluating Social Media Marketing: Social Proof and Online Buyer Behaviour (Routledge Studies in Marketing) free ebook download

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Date:	2021	Format:	rar	Language:	English	ISBN/ASIN:	0367646528
Pages:	200	OCR:		Quality:		ISBN13:
Uploader:	risotor	Upload Date:	3/2/2022 4:02:41 PM

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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, as well as identifying 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 of 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, both from the senders and recipients perspective, as well as the forms and channels of communication.
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3096550	Book	https://florenfile.com/h3l1kk4frefq/0367...		0.00	risotor

Tags: Behaviour Buyer Evaluating Marketing Media Online Proof Routledge Social Studies

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