Creative Commons

This dissertation was written as a part of the MSc E-business and Digital Marketing at the International Hellenic University. As the world is moving towards digital communities, both industry and academia are increasingly interested in on-line visibility. Chua Memristor Center is a research or-ganization that designs and manufactures memristor circuits and systems extending or improving the functionalities of state-of-the-art electronic computing systems. On-line visibility gives such organizations new opportunities of combining expertise and re-sources from various fields of research which in turn can bring scientific advancement. Benefits of on-line visibility come along with new challenges and questions. How do we achieve it? How do we measure it? In this study we investigate the radical changes that social media bring in the way academic organizations pursue on-line visibility and we explain how web analytic tools can be used to measure and better understand on-line visibility of the Chua Memristor Center. A huge thank you to my supervisor, for the guidance, to COST Action IC1401: Memris-tors-Devices, Models, Circuits, Systems and Applications (MemoCIS) for the chance to travel to Dresden to present our work, to Karelia Foundation for the scholarship that made my dream to study Digital Marketing possible, to my parents and my partner in life for their support and understanding.