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.

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 Spolecznosìciowych 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.