Format:
1 Online-Ressource (xiii, 178 Seiten).
ISBN:
978-1-003-12805-2
Series Statement:
Routledge studies in marketing
Content:
Cover -- Half Title -- Series Page -- Title Page -- Copyright Page -- Table of Contents -- List of figures -- List of tables -- Preface -- Acknowledgements -- 1 Introduction -- PART I: The phenomenon of social impact in online marketing -- 2 Theoretical framework - online marketing: between persuasion and manipulation -- 3 The structure of functions, forms, and organization of selected strategies of marketing communication and employed tools in the virtual environment -- 4 Social influence and its manifestation in the hypermedia computer environment: reasons, definition, models, and characteristics -- 5 Social proof as a key factor in social commerce -- PART II: Social proof in marketing: effectiveness and impact awareness -- 6 Research model, objectives, and hypotheses -- 7 Confidence in social proof and its impact on buying decisions -- 8 Characteristics of indicators of social proof based on experimental research -- 9 Discussion of findings in a global context -- 10 Summary -- Index
Additional Edition:
Erscheint auch als Druck-Ausgabe, Hardcover ISBN 978-0-367-64652-3
Additional Edition:
Erscheint auch als Druck-Ausgabe, Paperback ISBN 978-0-367-65145-9
Language:
English
Subjects:
Economics
Keywords:
Online-Marketing
;
Social Media
;
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