1st Edition

Evaluating Social Media Marketing
Social Proof and Online Buyer Behaviour



  • Available for pre-order. Item will ship after November 25, 2021
ISBN 9780367646523
November 25, 2021 Forthcoming by Routledge
200 Pages 43 B/W Illustrations

USD $160.00

Prices & shipping based on shipping country


Preview

Book Description

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, as well as identifying 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 of 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, both from the sender’s and 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 utilising both quantitative and qualitative studies may be of interest to a wider group of academics including economists, psychologists and sociologists.

Table of Contents

CHAPTER 1 INTRODUCTION

PART I THE PHENOMENON OF SOCIAL IMPACT IN ONLINE MARKETING.

CHAPTER 2. THEORETICAL FRAMEWORK – ONLINE MARKETING: BETWEEN PERSUASSION AND MANIPULATION

CHAPTER 3. STRUCTURE OF FUNCTIONS, FORMS AND ORGANIZATION OF SELECTED STRATEGIES OF MARKETING COMMUNICATION AND EMPLOYED TOOLS IN THE VIRTUAL ENVIRONMENT.

CHAPTER 4. SOCIAL INFLUENCE AND ITS MANIFESTATION IN THE HYPERMEDIA COMPUTER ENVIRONMENT: REASONS, DEFINITION, MODELS AND CHARACTERISTICS.

CHAPTER 5. SOCIAL PROOF AS A KEY FACTOR IN SOCIAL COMMERCE

PART II SOCIAL PROOF IN MARKETING: EFFECTIVENESS AND IMPACT AWARENESS

CHAPTER 6. RESEARCH MODEL, SCIENTIFIC OBJECTIVES AND HYPOTHESES

CHAPTER 7. CONFIDENCE IN SOCIAL PROOF AND ITS IMPACT ON BUYING DECISIONS

CHAPTER 8 CHARACTERISTICS OF INDICATORS OF SOCIAL PROOF BASED ON EXPERIMENTAL RESEARCH

CHAPTER 9. DISCUSSION OF FINDINGS IN GLOBAL CONTEXT

SUMMARY

INDEX

...
View More

Author(s)

Biography

Katarzyna Sanak-Kosmowska ‒ PhD in Economics, MSc in Psychology, Assistant Professor, Department of Marketing, College of Management Sciences and Quality, Cracow University of Economics, Poland. Her research interests include online marketing communication, the psychology of consumer behaviour, and advertising. She is the author of Rola Serwisów Społecznosìciowych w Komunikacji Marketingowej Marki (The Role of Social Networking in Brand Marketing Communications). She is a member of the American Marketing Association, member of the International Association of Researchers and Scientists in Latvia, member of the Polish Scientific Marketing Association, and member of the Spokespersons for Science Association.