Unit:
Κατεύθυνση Δημοσιογραφία και Νέα ΜέσαLibrary of the Faculties of Political Science and Public Administration, Communication and Mass Media Studies, Turkish and Modern Asian Studies, Sociology
Author:
Dorovini Aikaterini
Supervisors info:
Αικατερίνη Σταυριανέα, Επίκουρη καθηγήτρια, Τμήμα Επικοινωνίας και Μέσων Μαζικής Ενημέρωσης, Εθνικό και Καποδιστριακό Πανεπιστήμιο Αθηνών
Original Title:
Digital Marketing και συμπεριφορά Έλληνα καταναλωτή
Translated title:
Digital Marketing and Greek consumer behavior
Summary:
The science of Marketing is being developed in a fast pace, similar to the one of technology. The transformation of it to Digital Marketing, as well as the consumer’s transformation from an inactive observer to an active player, is now visible. Since communication has been transposed eventually into the internet world, online user interaction is considered as a fact. This is causing huge changes to the field of marketing, communication, but also in the general way of business thinking and acting. The differences that are observed in online and shopping behavior, are the ones that form the evolution of Digital Marketing in today’s age. The formulation of the user’s general profile and behavior, with regards to the purchasing decisions and the influence he receives from promotion activities, are the results of the present research. Given these results, an effort is made to optimize the promotional activities, so to meet the needs of modern online consumers.
Main subject category:
Social, Political and Economic sciences
Keywords:
Digital consumer behavior, marketplace, decision making
