Evaluating Social Media Marketing: Social Proof and Online Buyer Behaviour

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. 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 socia...