Unit:
Κατεύθυνση Πολιτική Επικοινωνία και Νέα ΜέσαLibrary of the Faculties of Political Science and Public Administration, Communication and Mass Media Studies, Turkish and Modern Asian Studies, Sociology
Supervisors info:
Μαρίνα Ρήγου, Επίκουρη Καθηγήτρια, Τμήμα Επικοινωνίας και Μ.Μ.Ε., ΕΚΠΑ
Αικατερίνη Σταυριανέα, Επίκουρος Καθηγήτρια, Τμήμα Επικοινωνίας και Μ.Μ.Ε., ΕΚΠΑ
Αντώνης Αρμενάκης, Επίκουρος Καθηγητής, Τμήμα Επικοινωνίας και Μ.Μ.Ε., ΕΚΠΑ
Original Title:
«Η επιρροή των Μέσων Κοινωνικής Δικτύωσης στην διαμόρφωση άποψης των καταναλωτών: οι περιπτώσεις του Facebook και του Instagram»
Translated title:
The influence of social media on the consumers' behavior: Facebook and Instagram cases
Summary:
The use of the internet nowadays has grown exponentially. It could be depicted as one large e-agglomeration without borders, whose inhabitants communicate and share information regardless their race, ethnicity, gender or religion. Thus, internet was the development space for a variety of social media platforms, with some of them used for marketing purposes. In this thesis we examine the influence of social media on the consumers’ behavior. Specifically, we examined the tools used by the two mostly used social media, Facebook and Instagram, with 2,32 billion and 1 billion users respectively, and the point of influence on the consumers decision making, regarding products or services. These media provide information on specific products or services and allow the rapid spread via the electronic World of Mouth mechanism, since one of the media’s basic characteristic is the development of trust between the members of a community. The use of these new media allows the interactivity among the users and is extremely popular in younger ages, especially Instagram. Furthermore, through social media, companies can build and promote their pages to the public and can use the Power Editor system so they can advertise their products sometimes free of charge. It is also worth mentioning, that the ability given to the users for positive or negative reaction to the promoted message is a fascinating experience, especially for the youth, since they can respond directly and out of cost. The margins of development of these social media for marketing purposes and consequently for the influence on the consumers’ behavior seem to be unlimited.
Main subject category:
Social, Political and Economic sciences
Keywords:
Social media, consumers' behavior, Facebook, Instagram
Number of references:
121
File:
File access is restricted only to the intranet of UoA.
Thesis_Karakosta_final.pdf
1 MB
File access is restricted only to the intranet of UoA.
