Brand safety και η επίδραση στην ψυχολογία των ανθρώπων
View/
Keywords
Brand safety ; Consumer behavior ; Psychology ; Ασφάλεια επωνυμίας ; Ποσοτική έρευνα ; Μέσα κοινωνικής δικτύωσης ; Εταιρική κοινωνική ευθύνη ; Sustainable developmentAbstract
The present study examines the phenomenon of brand safety through a secondary examination of the literature on corporate social responsibility, consumer behavior and brand security with the ultimate goal of creating a springboard for its analysis. Brand security is designed to protect the reputation of a brand on the internet, restricting it from linking to negative and inappropriate content. In the present study, a quantitative method was selected using a questionnaire designed and distributed to a population over the age of 18 to analyze the research questions. Finally, it turned out that people are often involved with Social Media, but they did not seem to be much affected by it. They do not feel bad about themselves, but they feel good when they get a lot of "likes". Additionally, it reveals the effect it has on decision-making and their consumer behavior, as well as how they are shaped on social media. Brand security is designed to protect the reputation of a brand on the internet, restricting it from linking to negative and inappropriate content.
Postgraduate Studies Programme
Βιοοικονομία, Κυκλική Οικονομία και Βιώσιμη ΑνάπτυξηDepartment
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής ΕπιστήμηςCorporate Department
Καποδιστριακό ΠανεπιστήμιοNumber of pages
41Language
GreekCollections
Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού 3.0 Ελλάδα
Αναφορά Δημιουργού 3.0 Ελλάδα