Evaluating social media marketing: social proof and online buyer behaviour
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 empiric...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge, Taylor & Francis Group
2022
|
| Schriftenreihe: | Routledge Studies in Marketing
22 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | 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 author’s 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 sender’s and the recipient’s 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 book’s 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 |
| Beschreibung: | xii, 178 Seiten Illustrationen, Diagramme |
| ISBN: | 9780367651459 9780367646523 |
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| 520 | |a 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 author’s 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 sender’s and the recipient’s 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 book’s 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 | ||
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Datensatz im Suchindex
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Contents List offigures List of tables Preface Acknowledgements vii ix xi xiii 1 Introduction 1 PARTI 5 The phenomenon of social impact in online marketing 2 Theoretical framework - online marketing: between persuasion and manipulation 7 3 The structure of functions, forms, and organization of selected strategies of marketing communication and employed tools in the virtual environment 30 4 Social influence and its manifestation in the hypermedia computer environment: reasons, definition, models, and characteristics 51 5 Social proof as a key factor in social commerce 83 PART II Social proof in marketing: effectiveness and impact awareness 99 6 Research model, objectives, and hypotheses 101 7 Confidence in social proof and its impact on buying decisions 112
vi Contents 8 Characteristics of indicators of social proof based on experimental research 136 9 Discussion of findings in a global context 163 10 Summary 170 Index 173 |
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| author | Sanak-Kosmowska, Katarzyna 1984- |
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| isbn | 9780367651459 9780367646523 |
| language | English |
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| spelling | Sanak-Kosmowska, Katarzyna 1984- Verfasser (DE-588)1253311854 aut Evaluating social media marketing social proof and online buyer behaviour Katarzyna Sanak-Kosmowska London ; New York Routledge, Taylor & Francis Group 2022 xii, 178 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Routledge Studies in Marketing 22 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 author’s 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 sender’s and the recipient’s 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 book’s 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 bicssc / Social, group or collective psychology bicssc / Economics bicssc / Society & culture - general bicssc / Sociology bicssc / Market research bicssc / Advertising bisacsh / BUSINESS & ECONOMICS / Marketing / Multilevel bisacsh / BUSINESS & ECONOMICS / Marketing / General bisacsh / BUSINESS & ECONOMICS / General bisacsh / PSYCHOLOGY / Social Psychology bisacsh / SOCIAL SCIENCE / Sociology / General Online-Marketing (DE-588)7706419-7 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Social Media (DE-588)4639271-3 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s Social Media (DE-588)4639271-3 s Verbraucherverhalten (DE-588)4062644-1 s DE-604 Erscheint auch als Online-Ausgabe 978-1-003-12805-2 Routledge Studies in Marketing 22 (DE-604)BV044461014 22 Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=035045815&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Sanak-Kosmowska, Katarzyna 1984- Evaluating social media marketing social proof and online buyer behaviour Routledge Studies in Marketing bicssc / Social, group or collective psychology bicssc / Economics bicssc / Society & culture - general bicssc / Sociology bicssc / Market research bicssc / Advertising bisacsh / BUSINESS & ECONOMICS / Marketing / Multilevel bisacsh / BUSINESS & ECONOMICS / Marketing / General bisacsh / BUSINESS & ECONOMICS / General bisacsh / PSYCHOLOGY / Social Psychology bisacsh / SOCIAL SCIENCE / Sociology / General Online-Marketing (DE-588)7706419-7 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Social Media (DE-588)4639271-3 gnd |
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| 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_full | Evaluating social media marketing social proof and online buyer behaviour Katarzyna Sanak-Kosmowska |
| title_fullStr | Evaluating social media marketing social proof and online buyer behaviour Katarzyna Sanak-Kosmowska |
| title_full_unstemmed | Evaluating social media marketing social proof and online buyer behaviour Katarzyna Sanak-Kosmowska |
| 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 |
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