Evaluating social media marketing : social proof and online buyer behaviour

• Main Author: Sanak-Kosmowska, Katarzyna, 1984- (Author)
• Other Authors: Tilbury, Jasper (Translator)
• Format: Electronic eBook
• Language: English
• Published: Abingdon, Oxon ; New York, NY : Routledge, 2022.
• Series: Routledge studies in marketing ; 22.
• Subjects: internetový marketing; spotřebitelské chování > sociální aspekty; sociální psychologie; sociální média; Internet marketing; consumer behavior > social aspects; social psychology; social media; elektronické knihy; monografie; electronic books; monographs

"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 em...