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Volume 01 Issue 02 (2014)

Volume 01 Issue 02     2014

Vlachvei Aspasia, Notta Ourania

Abstract: The first objective of this study is to review both the academic and industry literature pertaining to social media adoption, goals and manager’s perceptions. The second objective is to improve our understanding about Greek food manufacturing social media involvement and to investigate a) factors that may explain the adoption of social media and b) the perceptions of Greek managers about the use and effectiveness of social media marketing.  In order to achieve the above research aims, descriptive data for two hundred firms were collected and discussed and case studies of 127 Greek food manufacturing firms were developed. The article investigates firm-initiated actions through social media and provides a theoretical understanding of what firms accomplish using social media. Social media usage was investigated: a) in respect of use of social media and most popular networks b) by identifying the impact of organizational and managerial characteristics on utilization of social media and c) by identifying manager’s perceptions about the benefits and effectiveness of social media used by company.

The results show that there is a significant effort of Greek food manufacturing firms to take advantage of the potential of social media. However, still only almost 50% of the firms are involved with social media, and Facebook, Twitter, LinkedIn, and YouTube are the top four platforms used by Greek food firms, with Facebook leading the pack. According to marketing directors of Greek food firms the top three benefits of social media marketing are building brands, real time information about products, contests, awards etc and integrating customer services.

Nikolaos Chatzithomas, Christina Boutsouki, Leonidas Hatzithomas, Yorgos Zotos

Abstract: The advent of social media tools has led to a new era in advertising theory and practice. However, scant amount of research addresses the ways in which social media are used in different countries to convey corporate image. The purpose of the present study is to increase our understanding of the adoption of social media for external communication purposes. Based on a content analysis of 250 websites of the “Fortune 500” companies in the USA and 265 websites of the “Strongest Companies in Greece”, the study performs a cross cultural comparison of issues and trends in the use of social media advertising techniques in the USA and Greece. The findings show that US advertisers tend to use social media for advertising purposes more frequently than their Greek counterparts. In fact, the use of social media as an element of the promotional mix is still at an early phase in Greece, since Greek practitioners seem to have underestimated the importance of this source of corporate communications. Though significant differences between the U.S.A. and Greece seem to exist, there are, also, some critical similarities between the two environments. In particular, business to consumer (B2C) enterprises focus mainly on the use of Twitter and Facebook, while business to business (B2B) emphasize YouTube and RSS. Moreover, it seems that high tech companies are pioneers of the use of Web 2.0 tools for advertising purposes, while traditional firms seem to lag behind such practices. The present study contributes to the relevant literature by analyzing the use of social media in a cross cultural environment. In that manner, significant strategies for more effective exploitation of social media advertising both in countries that are early adopters (as the U.S.A.) and countries that are late adopters of innovations (as Greece) emerge.

Alzbeta Királová, Andrej Malachovský

Abstract: The paper formulates, and using a host of statistical data and their analysis also proves the thesis that the lack of tourism marketing strategy may affect both, the inbound and domestic tourism in thedestination. The paper compares the Czech Republic´s and Austria´s results in the development of the domestic and inbound tourism market. The significance of tourism for the Czech Republic's economy is relatively high, but it is not a dominant sector. Tourism contributes to Czech gross domestic product approximately three percent. In Austria, where tourism forms an important part of economy, tourism contributes to GDP approximately five percent. The destinations were subject to research using secondary data. The results of time series analysis of selected data were subjected to evaluation. Spearman´s correlation coefficient was used to measure the strength of dependence between the development of the domestic and inbound tourism in both destinations. Recommendations for the Czech Republic tourism marketing strategy development are formulated based on the results of the analysis.

George Stalidis, Dimitrios Karapistolis

Abstract: In this paper we present a knowledge-based approach where data analysis and reasoning technologies are consolidated in order to provide solutions to common marketing planning problems. The aim was to support marketers in the tourist domain with intelligent electronic tools, which are designed to extract knowledge from survey data, maintain it in a suitable Knowledge Base and offer it for problem solving in a computerized environment to users who are not experts in analysis. The focus was to capture the image of Thessaloniki as tourist destination, to study the characteristics and needs of its visitors and to suggest important factors for improving the promotion of the city to individual visitor groups. The data sources were questionnaire-based primary surveys on the destination image and the expectations of visitors regarding their hotel. Multidimensional Multi-factorial Data Analysis was used as a knowledge extraction method to discover factors, associations and other hidden patterns that explain the behavior of tourists, as well as clusters that can be studied individually. An ontology-based Knowledge Modeling process was then developed to express the results of data analysis as machine understandable rules, so that an inference engine can respond to high-level queries. Special types of visitors were identified, such as visitors for nightlife and visitors for culture, and rules were formulated to predict the requirements of such types, in relation to parameters such as age and country. A query mechanism running on rule-based reasoning was successful in providing suggestions to typical marketing problems.

Eda Yasa Özeltürkay, Burcu Mucan

Abstract: Companies have to catch the best points that make they survive in this hard competitive market. For that reason they try to reach their customers in every way with a single and certain message. With this strategy a company carefully integrates and coordinates its many communication channels to deliver clear, consistent, and compelling message about the organization and its brands [1]. Therefore companies need to monitor the new communication tools and try to create more loyal customers using social media effectively.  This study’s aim is to demonstrate the policies of Turkish banks about using this alternative channel, social media tools. A content analysis is done to show the profile of Turkish banks and whether they use social media tools to reach and affect their customers.  The results showed that, nearly forty percent of Turkish Bank use Facebook and twitter more than other tools.