Description
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 res
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
