Advertising Tactics and Consumer's Behavior. Marketing students evaluating the vulnerabilities of the digitalized word-of-mouth to customer satisfaction

      Аннотация: Nowadays, advertisers create innovative campaigns through various social media platforms to easily reach their target audience. With that, online consumers are given the ability to immediately acquire feedback from other customers, which could be helpful for people who want to purchase something online. In this vein, this paper seeks to understand how online buyers are persuaded by other people’s feedback.

Ключевые слова: Communication Arts, advertising, Public Relations, Consumer's Behavior, Social Media, Online Shopping, Media