Evaluating social media marketing. social proof and online buyer behaviour, paperback/***

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.

Publisher: Taylor & Francis Ltd Author(s): Katarzyna (Cracow University of Economics, Poland) Sanak-Kosmowska Illustration(s): 33 Tables, black and white; 43 Line drawings, black and white; 43 Illustrations, black and white Number of pages: 178 Collection: Routledge Studies in Marketing Publication date: 2023 Dimensions: 233 x 157 x 13 Cover type: Paperback / softback.