Η επίδραση των μέσων κοινωνικής δικτύωσης στις καταναλωτικές συνήθειες στην Ελλάδα το 2018
Social media and consumer behavior in Greece in 2018
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Keywords
Διαδίκτυο ; Διαφήμιση ; Επικοινωνία από στόμα σε στόμα (WOM) ; Καταναλωτές ; Καταναλωτικές συνήθειες ; Μέσα κοινωνικής δικτύωσης ; Social media ; Καταναλωτική συμπεριφορά ; Χρήστες ; Ψηφιακή εποχή ; Ψηφιακό μάρκετινγκAbstract
This Msc Dissertation focuses οn social media as a global phenomenon, specifically selecting as objects of study the most popular and widespread of them, i.e. Facebook, Twitter, YouTube, LinkedIn and Instagram. The aim of the study is to link social media use with consumer habits and behaviour concerning purchase of products and services and to determine whether there is a relationship between them and to what extend one affects the other.
For this purpose, we shall utilise not only a theoretical approach of basic terminology but also the results of a specifically designed research. According to existing data on consumer behaviour, internet use, social media use and advertising, are two fields inextricably linked. Our research also corroborates that fact. The study was based on a questionnaire, which collected information on consumer attitudes towards social media. The statistical analysis verifies their link with consumer behaviour, which is often influenced and formulated by them.
The conclusions of this study highlight the intimate connection between social media and consumer behaviour and can be used therefore by businesses who wish to better exploit the choices offered by the digital society.