The use of Facebook in Greece: Suggestions for Marketing and Management
Πλήρης Αναφορά του Άρθρου
Azaria, A.C. and Tsikeli, E. (2015), “The use of Facebook in Greece: Suggestions for Marketing and Management”, 10th Annual MIBES International Conference on “Sustainable Business Models”, TEI of Thessaly, Larisa, Greece, 15-17 October, pp. 55-69. (CD ISBN: 978-960-9510-22-6)
Abstract
Current data provide enough evidence of the popularity of Social Networking Sites (SNSs) worldwide and it can clearly be seen that Facebook is by far the most commonly used online social networking site. The main focus of this research study is twofold: a) to provide some empirical data regarding current use of Facebook by Greek users, and b) based on the empirical research findings, to present some suggestions to marketing managers on the successful exploitation of Facebook for their companies. Data were gathered via an online survey of 649 Greek Facebook users who had an active account prior to the collection of the questionnaires. The findings regarding Facebook usage in Greece indicate that the vast majority of the respondents use Facebook on a daily basis, from less than an hour to six hours/access with a preference to night hours (20:01-00:00). Their average number of Facebook friends is 671, their favourite device for logging in to Facebook is their mobile phone and they are very careful on accepting and adding Facebook friends that they do not know personally or through other people from their real world network. Based on the data collected from the survey, possible suggestions for marketing managers were formed.
Keywords: Facebook, Marketing, Social Media, SNSs, Greece
Πλήρης Αναφορά του Άρθρου
Azaria, A.C. and Tsikeli, E. (2015), “The use of Facebook in Greece: Suggestions for Marketing and Management”, 10th Annual MIBES International Conference on “Sustainable Business Models”, TEI of Thessaly, Larisa, Greece, 15-17 October, pp. 55-69. (CD ISBN: 978-960-9510-22-6)
Abstract
Current data provide enough evidence of the popularity of Social Networking Sites (SNSs) worldwide and it can clearly be seen that Facebook is by far the most commonly used online social networking site. The main focus of this research study is twofold: a) to provide some empirical data regarding current use of Facebook by Greek users, and b) based on the empirical research findings, to present some suggestions to marketing managers on the successful exploitation of Facebook for their companies. Data were gathered via an online survey of 649 Greek Facebook users who had an active account prior to the collection of the questionnaires. The findings regarding Facebook usage in Greece indicate that the vast majority of the respondents use Facebook on a daily basis, from less than an hour to six hours/access with a preference to night hours (20:01-00:00). Their average number of Facebook friends is 671, their favourite device for logging in to Facebook is their mobile phone and they are very careful on accepting and adding Facebook friends that they do not know personally or through other people from their real world network. Based on the data collected from the survey, possible suggestions for marketing managers were formed.
Keywords: Facebook, Marketing, Social Media, SNSs, Greece
