Evaluating Social Media Marketing

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.

Aceasta carte este o incercare inovatoare de a identifica si analiza procesele legate de influenta sociala in comportamentul de cumparare online, acordand o atentie speciala fenomenului dovezii sociale, care sta la baza retelelor sociale, a marketingului prin recomandare si a marketingului prin recomandari (WOM).