Evaluating social media marketing: social proof and online buyer behaviour
Auteur :
Sanak-Kosmowska, Katarzyna
Éditeur :
Taylor & Francis Ltd
ISBN :
9780367651459
Date de publication :
31 mai 2023
Dimensions :
23,4 x 15,6 cm
Poids :
300 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.