General Marketing & Management

18 Items

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AI in Marketing: Revolutionizing Efficiency and Personalization - Netflix's AI Success Story

Julia Sevaslidou , Maria Aggela Prassa, Eugenia Papaioannou

Assessing and benchmarking digital presence in destination management of local governmental organizations in Crete and in South Aegean in Greece.

Maria Fragiadaki, Markos Kourgiantakis, Nikolaos Trihas, Alexandros Apostolakis

Consumer Attitude Towards Cause-related Advertising: An Eye-tracking Experiment

Ioanna Yfantidou

Enhance patient self-care and satisfaction with head and neck cancer health education leaflets with information visualization

Lin Pei-Ju, Yeh Chia-Wen

Fashion forward: insights into the style choices of South African Generation Y

Natasha De Klerk

Generation Y female consumers’ perceived value of beauty vlogs: path analysis

Ayesha Lian Bevan-Dye

Identifying the eminent indicators and criteria of Sustainability Assessment Tools in Higher Education: a systematic literature review.

Maria Xenaki, Irini Dimou , Ioannis Passas

Increasing ROAS on Performance Marketing: Leveraging CGC and Video Content on Social Media

Pavlina Katiaj, Anastasios Koukopoulos, Timoleon Farmakis, Katerina Fraidaki

Innovative Roadways: An Exploration of Technological Neophilia, Technophobia, and Media Richness in the Shaping of AI-VR Adoption

Das Sougato, Datta Biplab

Intercultural application of cinematic techniques in arts marketing of video games for Japanese audiences: the case of the ''Ghost of Tsushima” trailer

Christina Koutsoumi, Roula Kitsiou , Eirini Sifaki, Katerina Makri

Residents’ Perceptions of the Transition towards Digital Transformation in the Tourism Industry. The Case of the Chania Prefecture

Katerina Bompolaki, Alexandros Apostolakis, Markos Kourgiantakis

Revolutionizing Formula 1: Unveiling the Impact of Virtual Advertising on Brand Visibility and Fan Engagement

Konstantinos Alexopoulos , Vagia Mochla , George Tsourvakas

Sporting Memorabilia, Place Branding and Dark Sports Tourism

Panagiotis Mavrakis, Alexandros Apostolakis

The acceptance and adoption of artificial intelligence tools by marketing executives in Greek businesses

Christos Theodoros Papastefanou , Eugenia Papaioannou

The Influence of Artificial Intelligence on Social Media Marketing - A Conceptual Review

Christos Triteos, Constantinos Halkiopoulos, Hera Antonopoulou

The influence of digital marketing on cultural consumption. Case studies from Greece and Germany

Despoina Tsavdaridou, Eirini Papadaki

The Use of Digital Marketing in Β2Β Exporting Firms: A Systematic Literature Review and Future Research Directions

Eva Mouratidou , Yannis Hajidimitriou

Transforming consumption: the role of digital experiences, consumer spirituality, environmental beliefs, and digital efficacy in driving sustainable choices

Georgios Tsimonis