Titlebook: Social Commerce; Consumer Behaviour i Rosy Boardman,Marta Blazquez,Daniella Ryding Book 2019 The Editor(s) (if applicable) and The Author(s

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DEFER

Book 2019mmerce in today’s business landscape. With a selection of contemporary case studies and a Foreword written by Inthefrow’s creator, Victoria Magrath, .Social Commerce. will be an engaging read for those studying consumer behaviour, online marketing, and e-commerce. .

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,Attitudes Towards Brands’ Facebook Pages Across Different Age Groups,fluences consumers’ attitudes towards retailers’ Facebook pages, and whether younger users are more likely to engage with them than older users for instance, or whether or not they have different motivations for viewing retailers’ Facebook pages.

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eWOM: The Rise of the Opinion Leaders,ffered a democratisation of fashion opinion leadership from traditional gatekeepers to social media influencers, who emerge in each socio-economic group and influence the adoption, diffusion, and consumption of fashion.

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,Effects of Beauty Vloggers’ eWOM and Sponsored Advertising on Weibo,or services, is seen as unfavourable. We found a relationship between the influence of vloggers, expertise of followers, the level of detail in adverts, and the level of trust. This provides valuable insights into attitudes and perceptions of followers of beauty vlogs.