Evaluating Social Media Marketing: Social Proof and Online Buyer Behaviour

This book explores the processes of social influence in online buying behavior, focusing on social proof, which is essential in social media, recommendation marketing, and WOM marketing. It conducts quantitative and qualitative research to verify the effectiveness of social proof and identifies factors that increase its impact. The book is valuable for scholars and researchers in online marketing, economics, psychology, and sociology.

Format: Paperback / softback
Length: 178 pages
Publication date: 31 May 2023
Publisher: Taylor & Francis Ltd

This book is a groundbreaking endeavor to meticulously identify and analyze the intricate processes associated with social influence in online purchasing behavior, with a particular focus on the phenomenon of social proof, which serves as the foundation of social media, recommendation marketing, and word-of-mouth (WOM) marketing. Through empirical verification, it seeks to ascertain the factors that determine the effectiveness of social proof, while also identifying relevant impact factors.

The book begins with a comprehensive literature review of social proof, encompassing perspectives from social psychology, sociology, and marketing. This interdisciplinary approach provides a deep understanding of the mechanisms behind the effective utilization of social proof in contemporary online marketing.

In the subsequent chapters, the author delves into theoretical considerations, examining the social role and significance of social proof in the buying behaviors of online consumers. This analytical framework enables a comprehensive exploration of the factors that shape consumer decision-making processes.

The second half of the book presents the results of the author's extensive quantitative and qualitative research into the effectiveness of social proof. The quantitative research validates hypotheses related to the social role and significance of social proof in purchasing decisions, while also identifying the level of confidence consumers place in the opinions of other web users.

The qualitative research focuses on empirically verifying the efficacy of social proof mechanisms. Additionally, attention is given to sensitivity to social proof, encompassing factors that enhance the effectiveness of such messages from both the sender's and recipient's perspectives. The forms and channels of communication are also explored in detail.

This book is of utmost interest to scholars and researchers engaged in the ongoing debate surrounding the transparency of activities conducted by companies in the realm of online marketing. The comprehensive analysis of influence presented herein offers valuable insights into the complex dynamics of social influence and its impact on consumer behavior.

Weight: 298g
Dimension: 233 x 157 x 13 (mm)
ISBN-13: 9780367651459