Institutional Repository
Technical University of Crete
Technical University of Crete
EN
|
EL
| URI: | http://purl.tuc.gr/dl/dias/1049571F-D941-4E0E-A6CB-DE682B707683 | ||
| Year | 2023 | ||
| Type of Item | Master Thesis | ||
| License |
|
||
| Bibliographic Citation | Athina Fovaki, "Social Media MARKETING with research on the impact of Instagram on consumer behavior", Master Thesis, School of Production Engineering and Management, Technical University of Crete, Chania, Greece, 2023 https://doi.org/10.26233/heallink.tuc.98611 | ||
| Appears in Collections |
This thesis deals with the effect of Instagram on consumer behavior, investigating how this social media network affects the choices and everyday life of its users. The paper begins with a theoretical analysis of social media in general and Instagram in particular, as well as Social Media Marketing, offering a background for understanding the paper’s subject matter. The review of the literature on consumer behavior is also considered important, which is also implemented in the first part of the thesis. Continuing, is presented some relevant research that highlights how Instagram influences consumers’ purchasing decisions. Next, is described how the research was conducted and how the data was analyzed using SPSS software, as well as the interpretation of the results of this analysis. The interpretation of the results is done in conjunction with the review of the literature and researches mentioned above. Finally, the research comes to some useful conclusions and suggestions resulting from the data analysis and the overall research process.
Copyright © DIAS 2013
