Digital Disruption in Promoting and Advertising

Stavros Valsamidis (), Aikaterini Tsisinou (), Giannoula Florou () and Elias Gounopoulos ()
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Stavros Valsamidis: Democritus University of Thrace
Aikaterini Tsisinou: Democritus University of Thrace
Giannoula Florou: Democritus University of Thrace
Elias Gounopoulos: University of Western Macedonia

A chapter in Building Resilience Through Digital Transformation and Sustainable Innovation, 2025, pp 275-295 from Springer

Abstract: Abstract Online marketing plays a crucial role in the promotion and advertising of products, especially in recent years as technology has developed and new media and technological tools have emerged. The purpose of this research is to investigate the role of digital marketing and to examine product promotion and advertising. The survey involved 177 people from different cities in Greece who were approached using convenience sampling. According to the results of the survey, respondents use the Internet mainly to search for information. They are most motivated to make an online purchase by discounts and offers on products. Digital advertising has a moderate impact on respondents, while the best way to promote and advertise a product is through an e-shop. Digital marketing has significantly changed the way products are promoted and advertised, and there are many opportunities for further development.

Keywords: Digital disruption; Digital marketing; Promotion and advertising; Factor analysis (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-90054-9_18

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DOI: 10.1007/978-3-031-90054-9_18

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