Online Marketing for Media: The Case of Greek News Websites

Nikos Antonopoulos, Andreas Veglis and Argyris Emmanouloudis

International Journal of Marketing Studies, 2017, vol. 9, issue 2, 104-112

Abstract: Nowadays it is quite easy to create a news website and start promoting it online. However, the structure of a significant amount of news websites seems to have been changing, often deviating from trends of past years or even setting their own marketing direction. Based on seven hypotheses related with online marketing characteristics, the researchers gathered data from articles posted on Greek news websites that reported three major events. After visiting the websites for a second time in order to compare the data, they calculated our results. These results show a clearer picture of how the situation currently is for the top twenty Greek news websites according to ¦¡lexa.com. This paper also highlights newer trends in online news reporting, such as the elimination of the ¡°like¡± button in favour of the shares, and also makes suggestions for further research.

Keywords: like button; online marketing; media website; digital marketing; communication (search for similar items in EconPapers)
Date: 2017
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.ccsenet.org/journal/index.php/ijms/article/view/66712/36277 (application/pdf)
http://www.ccsenet.org/journal/index.php/ijms/article/view/66712 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:9:y:2017:i:2:p:104-112

Access Statistics for this article

More articles in International Journal of Marketing Studies from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().