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Taylor & Francis Tourism Management
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Taylor & Francis Ltd Tourism in Turbulent Times Towards Safe Experiences for Visitors Advances in Tourism Research
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Taylor & Francis Ltd Tourism in the New Europe Perspectives on SME Policies and Practices Advances in Tourism Research
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Taylor & Francis Ltd MicroClusters and Networks The Growth of Tourism Advances in Tourism Research
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Taylor & Francis The Critical Turn in Tourism Studies Innovative Research Methodologies Advances in Tourism Research
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Taylor & Francis Latin America Transformed
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Taylor & Francis Ltd Routledge Handbook on Tourism and Small Island States in the Pacific
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Taylor & Francis Country of Origin Effect
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Taylor & Francis Tourism Impacts Planning and Management
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Taylor & Francis Ltd New Consumer Culture in China
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Taylor & Francis Russias Food Revolution The Transformation of the Food System Routledge Contemporary Russia and Eastern Europe Series
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Taylor & Francis Gender After Gender in Consumer Culture
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Taylor & Francis Ltd Gender After Gender in Consumer Culture
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Taylor & Francis Ltd Evaluating Social Media Marketing
Book SynopsisThis 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 resTable of ContentsCHAPTER 1 INTRODUCTIONPART I THE PHENOMENON OF SOCIAL IMPACT IN ONLINE MARKETING.CHAPTER 2. THEORETICAL FRAMEWORK – ONLINE MARKETING: BETWEEN PERSUASSION AND MANIPULATIONCHAPTER 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 COMMERCEPART II SOCIAL PROOF IN MARKETING: EFFECTIVENESS AND IMPACT AWARENESSCHAPTER 6. RESEARCH MODEL, SCIENTIFIC OBJECTIVES AND HYPOTHESESCHAPTER 7. CONFIDENCE IN SOCIAL PROOF AND ITS IMPACT ON BUYING DECISIONSCHAPTER 8 CHARACTERISTICS OF INDICATORS OF SOCIAL PROOF BASED ON EXPERIMENTAL RESEARCHCHAPTER 9. DISCUSSION OF FINDINGS IN GLOBAL CONTEXTSUMMARYINDEX
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Taylor & Francis Country of Origin Effect
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Taylor & Francis Tourism and Geographies of Inequality
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Taylor & Francis Ltd Essentials of Marketing
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Taylor & Francis Ltd Essentials of Marketing
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Taylor & Francis Global Strategies in Retailing
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Taylor & Francis On The Origins of SelfService
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Taylor & Francis Ltd The Development Process in Small Island States
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Taylor & Francis Tourism Politics and Public Sector Management
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Taylor & Francis The Economics of Tourism
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Taylor & Francis Managing Quality Cultural Tourism
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Taylor & Francis Ltd Touring Cultures Transformations of Travel and Theory
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Taylor & Francis Ltd Consumer Services and Economic Development
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Taylor & Francis Leisure and Tourism Landscapes Social and Cultural Geographies Routledge Advances in Tourism
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