Exploring the digital marketing practices in the Greek retail sector

Maria Argyropoulou (), Dimitris Folinas (), Dionisia Tzavara (), Christos Grose () and Constantinos Charisis ()
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Maria Argyropoulou: lecturer at International Hellenic University, Thessaloniki, Greece
Dimitris Folinas: professor at International Hellenic University, Katerini, Greece
Dionisia Tzavara: honorary lecturer at University of Liverpool, Liverpool, UK
Christos Grose: assistant professor at International Hellenic University, Kavala, Greece
Constantinos Charisis: researcher at Hellenic Open University, Arta, Greece

CES Working Papers, 2021, vol. 13(3), issue 3, 319-328

Abstract: The development of technology has made great leaps in the lives of people. Digital marketing is now an integral part of every business, irrespective of its size and nature. The growing importance of digital marketing has affected the way businesses promote their offerings to old and new customers. The goal of digital marketing is to make the most of the available practices to target and reach the right users, attract their attention, make a sale, and achieve overall customer satisfaction. Through a survey of 100 e-tailers, this study examines the internal and external factors that influence the adoption of digital marketing practices in the Greek retail sector. The results of a regression analysis show that business resources and related practices have a positive impact on the benefits that can be achieved through the adoption of e-marketing practices.

Keywords: digital marketing; e-commerce; retail sector (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:jes:wpaper:y:2021:v:13:i:3:p:319-328

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