Συμπεριφορικά οικονομικά & social media : πως επηρεάζουν την καταναλωτική συμπεριφορά
Behavioural economics & social media : how do they affect the consumer behaviour?
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Keywords
Nudge ; Marketing ; Συμπεριφορά καταναλωτή ; Ψυχολογία καταναλωτή ; Social media ; Συμπεριφορικά οικονομικά ; Behavioural economics ; Γνωστικές προκαταλήψειςAbstract
The present thesis titled "Behavioral Economics and Social Media: How They Affect Consumer
Behavior" explores the connection between behavioral economics and social media, focusing on
how these media influence consumer choices. The analysis includes both qualitative and
quantitative research to understand consumer psychology and modern marketing methods.
Initially, the thesis presents the history and evolution of behavioral economics, mentioning key
contributors such as Daniel Kahneman and Richard Thaler, while discussing various cognitive
bias mechanisms, such as the Decoy Effect and Anchoring Effect, which explain how consumers
often make decisions influenced by psychological factors. Following that, the Nudge Theory,
introduced by Richard Thaler and Cass Sunstein, is analyzed, suggesting that small changes in
the environment can impact people's decisions. Next, the concept of marketing and its various
techniques that are linked to consumer behavior and psychology are discussed, including the role
of influencers in impacting consumer decisions through media, as well as the emotions and
social pressure that affect consumer choices. The thesis also examines future trends in consumer
behavior, mainly focusing on the role of social networks and the changes they bring to consumer
decision-making. Finally, through quantitative research based on questionnaires and data
analysis, the results show how factors such as gender, age, and education level influence the use
of social media and consumer decisions.
Postgraduate Studies Programme
Οικονομική και Επιχειρησιακή ΣτρατηγικήDepartment
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής ΕπιστήμηςNumber of pages
99Language
GreekCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα