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dc.contributor.author
Giannopoulos, Panagiotis
en
dc.date.accessioned
2020-06-12T11:58:02Z
dc.date.available
2020-06-13T00:00:46Z
dc.date.issued
2020-06-12
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/29574
dc.rights
Default License
dc.subject
Social media marketing activities
en
dc.subject
SMMAs
en
dc.title
Social Media Marketing as an effective advertising tool in the airlines’ industry: the case of Aegean Airlines
en
heal.type
masterThesis
en_US
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Science and Technology, MSc in e-Business and Digital Marketing
en_US
heal.publicationDate
2019-12-08
heal.abstract
This dissertation was written as a part of the MSc in E-Business and Digital Marketing at the International Hellenic University. It analyzes the relationship among Facebook marketing activities, brand loyalty, and customers’ purchase intention. This study is applied in the case of a Greek airline company, Aegean Airlines. A survey was conducted with a total of 200 respondents, not all of whom had prior experience with the Facebook activity of the company. The results of the analysis of the data showed that there is a correlation among social media marketing activities (SMMAs), brand loyalty and purchase intention. In addition to this, respondents with prior exposure in SMMAs had different behavior towards the brand than respondents without any exposure. These results could be fundamental evidence for the importance of SMMAs in the airlines industry
en
heal.advisorName
Moridis, Christos
en
heal.committeeMemberName
Moridis, Christos
en
heal.committeeMemberName
Berberidis, Christos
en
heal.committeeMemberName
Baltatzis, Dimitrios
en
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US


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