From likes to sales. Theories and empirical evidence on relationship marketing in the social media era

How do social media truly contribute to sales? This book explores how social media transform marketing from persuasion to participation, linking online engagement to measurable sales performance. Rooted in Relationship Marketing theory and its recent evolution into Online Relationship Marketing, it reviews the academic literature on the connection between social media and sales and provides empirical evidence investigating this relationship. Moving from metrics to meaning, the book offers scholars and practitioners a framework to interpret and manage marketing in the data-driven era, where value is created not only through visibility, but through enduring relationships.