2023-04-05T09:23:16Z

2023-04-05

Default License

Digital marketing

Online shopping Greece

Purchasing experience

Exploratory research examines how the COVID-19 pandemic led to increases in consumers ’social media marketing behaviors in Greece.

2023-03-30

free

School of Science and Technology, MSc in e-Business and Digital Marketing

The Covid-19 pandemic has evolved into an unprecedented global health phenomenon and accelerated existing trends in the adoption of e-commerce by a significant portion of them consumers. The governments of all states in their effort to limiting the spread of the virus, imposed quarantine and other restrictive measures in the movements of citizens. So, the impact of these restrictions has been to steer consumers toward e-commerce and the choices afforded by social media. This thesis examines this turn of the consumers and especially toward online social media marketing. It introduces us to details consumer interactions with social media platforms and the feedback that they offer companies to understand their consumer's profiles better. Work is structured in five chapters. The first chapter refers generally to e-commerce and social media marketing in its development trend, both globally and at the domestic level. At the same time, the definitions, similarities, the differences between the behavior of consumer on online marketing and social media marketing The second chapter mentions the effect of the pandemic Covid-19 on e-commerce and in the new trends created by the pandemic on social media marketing globally and nationally. Also, we refer to the possible long-term changes that the pandemic in social media marketing in general. In the third chapter a methodological approach to the work is presented, through a surveyconducted through questionnaires as well as the statistical processing that followed the survey. The fourth chapter focuses on the results of the research, with a thorough reference to the research questions and developments as well as to conclusions from the comparison of the answers regarding the consumption habits of Greeks regarding e-commerce befοre March 2020 in relation to the period March – June 2020. Also, consumer choices regarding online and mobile shopping are recorded. Finally, in the fifth chapter, we come to some useful conclusions drawn from the research we conducted and some issues for possible future investigation are also raised.

Stalidis, Georgios

IHU