Evaluating social media marketing: social proof and online buyer behaviour
Cover -- Half Title -- Series Page -- Title Page -- Copyright Page -- Table of Contents -- List of figures -- List of tables -- Preface -- Acknowledgements -- 1 Introduction -- PART I: The phenomenon of social impact in online marketing -- 2 Theoretical framework - online marketing: between persuasi...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge, Taylor & Francis Group
2022
|
| Schriftenreihe: | Routledge studies in marketing
|
| Schlagworte: | |
| Online-Zugang: | FUBA1 FWS01 FWS02 |
| Zusammenfassung: | Cover -- Half Title -- Series Page -- Title Page -- Copyright Page -- Table of Contents -- List of figures -- List of tables -- Preface -- Acknowledgements -- 1 Introduction -- PART I: The phenomenon of social impact in online marketing -- 2 Theoretical framework - online marketing: between persuasion and manipulation -- 3 The structure of functions, forms, and organization of selected strategies of marketing communication and employed tools in the virtual environment -- 4 Social influence and its manifestation in the hypermedia computer environment: reasons, definition, models, and characteristics -- 5 Social proof as a key factor in social commerce -- PART II: Social proof in marketing: effectiveness and impact awareness -- 6 Research model, objectives, and hypotheses -- 7 Confidence in social proof and its impact on buying decisions -- 8 Characteristics of indicators of social proof based on experimental research -- 9 Discussion of findings in a global context -- 10 Summary -- Index |
| Beschreibung: | 1 Online-Ressource (xiii, 178 Seiten) |
| ISBN: | 9781003128052 |
Internformat
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| illustrated | Not Illustrated |
| index_date | 2024-07-03T20:19:52Z |
| indexdate | 2024-08-01T10:59:18Z |
| institution | BVB |
| isbn | 9781003128052 |
| language | English |
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| series2 | Routledge studies in marketing |
| spellingShingle | Sanak-Kosmowska, Katarzyna 1984- Evaluating social media marketing social proof and online buyer behaviour Verbraucherverhalten (DE-588)4062644-1 gnd Online-Marketing (DE-588)7706419-7 gnd Social Media (DE-588)4639271-3 gnd |
| subject_GND | (DE-588)4062644-1 (DE-588)7706419-7 (DE-588)4639271-3 |
| title | Evaluating social media marketing social proof and online buyer behaviour |
| title_auth | Evaluating social media marketing social proof and online buyer behaviour |
| title_exact_search | Evaluating social media marketing social proof and online buyer behaviour |
| title_exact_search_txtP | Evaluating social media marketing social proof and online buyer behaviour |
| title_full | Evaluating social media marketing social proof and online buyer behaviour Kararzyna Sanak-Kosmowska, reviewed by Prof. dr hab. Henryk mruk, translated by Jasper Tilbury and Mark Aldridge |
| title_fullStr | Evaluating social media marketing social proof and online buyer behaviour Kararzyna Sanak-Kosmowska, reviewed by Prof. dr hab. Henryk mruk, translated by Jasper Tilbury and Mark Aldridge |
| title_full_unstemmed | Evaluating social media marketing social proof and online buyer behaviour Kararzyna Sanak-Kosmowska, reviewed by Prof. dr hab. Henryk mruk, translated by Jasper Tilbury and Mark Aldridge |
| title_short | Evaluating social media marketing |
| title_sort | evaluating social media marketing social proof and online buyer behaviour |
| title_sub | social proof and online buyer behaviour |
| topic | Verbraucherverhalten (DE-588)4062644-1 gnd Online-Marketing (DE-588)7706419-7 gnd Social Media (DE-588)4639271-3 gnd |
| topic_facet | Verbraucherverhalten Online-Marketing Social Media |
| work_keys_str_mv | AT sanakkosmowskakatarzyna evaluatingsocialmediamarketingsocialproofandonlinebuyerbehaviour |