Title: Managing social media as a marketing tool in the Greek business environment

Authors: Chara Dosi; Alexia Mary Tzortzaki

Addresses: Attica Publications Group, 40 Kifisias Ave., 151 25, Marousi, Athens, Greece ' School of Management and Economics, Technological Educational Institute of Crete, Estavromenos, 71004, Heraklion, Crete, Greece; School of Social Sciences, Hellenic Open University, Greece

Abstract: The rapid expansion of the global social media sphere has revolutionised the way people communicate, access information and interact. Consumers are no longer passive receivers but actively participate in the marketing and buying process. On the other hand, although companies need to adjust to the new market rules in order to gain competitive advantage, many of them are unable to comprehend social media's broad environment and evaluate its effective use as a marketing tool. This paper aims to conceptualise the integration of social media into the marketing process focusing on the Greek business field, through the conduction of a quantitative online survey research. The main findings indicate that Greek companies acknowledge its importance as a marketing tool while indicating that the main benefits are the increase of exposure and sales' improvement. Among those companies that do not use social media, a significant number show eagerness in incorporating it into their marketing strategies in the near future. Almost half of the respondents seem to follow a certain social media strategy, a significant number use a distinct budget for social media, while only a small number of companies were able to measure its usefulness and return of investment.

Keywords: social media; traditional media; social media marketing; marketing communications; social media metrics; customer engagement; social media strategies; Greece.

DOI: 10.1504/IJDSRM.2017.083999

International Journal of Decision Sciences, Risk and Management, 2017 Vol.7 No.1/2, pp.48 - 69

Received: 12 Feb 2015
Accepted: 26 Jun 2015

Published online: 27 Apr 2017 *

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