Department of Communication and Media Studies
Library of the Faculties of Political Science and Public Administration, Communication and Mass Media Studies, Turkish and Modern Asian Studies, Sociology

2022-02-15

2022

Mavridi Eleftheria Anna

Σαββατού Τσολακίδου, ΕΔΙΠ, Τμήμα Επικοινωνίας και Μέσων Μαζικής Ενημέρωσης, ΕΚΠΑ

Η επιρροή των μέσων κοινωνικής δικτύωσης στην καταναλωτική συμπεριφορά των χρηστών

Greek

The influence of social media on consumer behavior

The dissertation entitled "The Influence of Social Media on Consumer Behavior" was prepared and submitted as part of the requirements of the undergraduate curriculum of the Department of Communication and Mass Media. This section belongs to the National and Kapodistrian University of Athens. The aim of the project is the in-depth study of the influence that social media may have on the purchasing behavior of users, considering their dominance in today's digital society. Emphasis will be given to the decisive role played by these media, during an unprecedented condition like the one experienced by humanity with the advent of Covid - 19.
More specifically, the research approach chosen to conduct the present research was the quantitative method. For the part of the quantitative research, the data collection, and opinions of the social medias’ users about consumer behavior, especially during the pandemic were utilized with the use of a structured questionnaire. The last one was completed by a total of forty (40) people, without any restrictions on gender, age, main occupation, marital status, or monthly income. These individuals were the sample based on which the research was made possible. It is worth noting the fact that the analysis of the results obtained from the current quantitative research process, was carried out with the help of diagrams which highlighted the relationship between social media and consumer behavior in modern society. Solia media have been found to facilitate people's markets as they are a useful tool for searching for useful information. In addition, it is emphasized that individuals purchase one or more products, influenced by specific stimuli through social media. Regarding the period of the pandemic, it is still remarkable that people made more savings compared to the past and before the appearance of Covid -19. However, what is clear in the context of this research is that the majority considers social media necessary for the development and smooth operation of any modern business.

Social, Political and Economic sciences

Social media, consumer, consumer behavior, Covid – 19, Social Media Marketing

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https://pergamos.lib.uoa.gr/uoa/dl/object/2964795