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Evaluating Social Media Marketing: Social Proof and Online Buyer Behaviour
Hardcover
Series: Routledge Studies in Marketing
ManagementMarketingGeneral Psychology
ISBN13: 9780367646523
Publisher: Routledge
Published: Nov 25 2021
Pages: 178
Weight: 0.99
Height: 0.50 Width: 6.14 Depth: 9.21
Language: English
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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