The Influence of Social Media Marketing on Consumer Behavior: Evidence from the Greek Market

Stavros Migkos (), Androniki Katarachia, Ioannis Antoniadis and Vaggelis Saprikis
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Stavros Migkos: University of Western Macedonia, Active Urban Planning Zone (ZEP)
Androniki Katarachia: University of Western Macedonia, Active Urban Planning Zone (ZEP)
Ioannis Antoniadis: University of Western Macedonia, Active Urban Planning Zone (ZEP)
Vaggelis Saprikis: University of Western Macedonia, Active Urban Planning Zone (ZEP)

A chapter in Strategic Innovative Marketing and Tourism, 2024, pp 449-457 from Springer

Abstract: Abstract The role of social media has undoubtedly increased in recent years, both in terms of its use in advertising and digital marketing, influencing consumers to their choices and shaping their buying behavior in many cases. Therefore, it is essential to study their influence on consumer behavior by investigating the factors affecting it. Hence, based on an extant literature review, this study investigates the influence of digital marketing in the modern era and the degree to which it affects individuals’ buying behavior. Our research was based on a questionnaire research tool, which was distributed to 418 correspondents with the help of social media, with questions regarding the trends of consumer audiences towards the market and promotion of products through digital marketing, but also researching the degree of influence of consumer behavior on advertisements promoted by these platforms and, in particular, the two years of restrictions due to the Covid-19 pandemic. The results reveal that the influence of digital marketing has increased rapidly through the use of social media platforms and advertising schemes, with the quality of products delivered, convenience, and minimum execution time of purchases in e-commerce. A match between price and quality positively affects consumers’ attitudes.

Keywords: Consumer behavior; Digital marketing; Social networking; Viral marketing; Purchasing power (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-3-031-51038-0_49

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