Κατεύθυνση Οικονομικά, Διοικητικά και Πληροφοριακά Συστήματα Επιχειρήσεων
Library of the Faculty of Economics and of the Faculty of Business Administration

2018-11-06

2018

Sakkoula Christina

Βασίλειος Λαζάρου, Λέκτορας και εξωτερικός συνεργάτης του Τμήματος Οικονομικών Επιστημών του Εθνικού και Καποδιστριακού Πανεπιστημίου Αθηνών

Δημιουργοί Περιεχομένου – Influencers : Η επίδραση που ασκούν στην αγοραστική απόφαση των καταναλωτών και κατ’ επέκταση στις πωλήσεις των προϊόντων που προωθούν μέσω των Μέσων Κοινωνικής Δικτύωσης

Greek

Influencers : Their impact on consumers' purchasing decisions and, by extension, on sales of products they promote through Social Media

The era we find ourselves in can be characterized as the “revolution” of the web. The rapid transmission of information has a great impact on the course of development of various scientific fields and Social Media constitutes/makes up an integral part of it.
Its rapid development has overwhelmed both private sector and business world and made it imperative that consumers’ past habits and customs change, and thus rendering advertising companies insecure and in search of new tactics to promote their products. The created chasm in the area demanded to be bridged promptly and at the same time cultivated itself into a template for further study in all scientific fields particularly those of Information Systems of Economy and Marketing. As a result, new sources of inspiration, in terms of creative material, emerged and took advantage of web platforms. Blogs, microblogging and vlogging comprised the means of expression of the new ideas which in turn gave rise to new celebrities, young innovative people who had never imagined the prompt response they were about to receive.
The shift from traditional to current means of entertainment was swift and on a large scale. The young Content Creators allowed a new term to be coined, the ‘Influencers”, and their creativity opened new ways of expression and communication but also the promotion of products and the purchasing power both comprising the Market force.
This thesis pertains to the scientific field of “Influencers” and their activity in Social Media. Its purpose is to contact a comprehensive study on the ability of Content Creators, namely Influencers, to make a mark on the market force and enhance product promotion through Mass Media.
The study aspires to showcase the shift brought about by Content Creators to the social, technological and financial domain, placing an emphasis not only on WoM, an alternative way of advertising, but also the presence of businesses in the field of action.
Specifically, if Social Media has an effect on consumers’ behavior, the emrgence of Content Creators will result in drastic changes into people’s habits today together with the consumers’ purchasing decisions and the product sales.

Technology - Computer science

Content Creators, Influencers, Influential Marketing, Social Media, WoM

No

0

Yes

36

120

https://pergamos.lib.uoa.gr/uoa/dl/object/2818752/file.pdf

https://pergamos.lib.uoa.gr/uoa/dl/object/2818752