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Author:   Katarzyna Sanak-Kosmowska (Cracow University of Economics, Poland) ,  Henryk Mruk ,  Jasper Tilbury ,  Mark Aldridge
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   0.390kg
ISBN:  

9780367646523

ISBN 10:   0367646528
Pages:   178
Publication Date:   25 November 2021
Audience:   Professional and scholarly ,  College/higher education ,  Professional & Vocational ,  Postgraduate, Research & Scholarly
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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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

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Author Information

Katarzyna Sanak-Kosmowska ‒ PhD in Economics, MSc in Psychology, Assistant Professor, Department of Marketing, College of Management Sciences and Quality, Cracow University of Economics, Poland. Her research interests include online marketing communication, the psychology of consumer behaviour, and advertising. She is the author of Rola Serwisów Społecznosìciowych w Komunikacji Marketingowej Marki (The Role of Social Networking in Brand Marketing Communications). She is a member of the American Marketing Association, member of the International Association of Researchers and Scientists in Latvia, member of the Polish Scientific Marketing Association, and member of the Spokespersons for Science Association.

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