Consumer Behaviour and Social Media


Course Contents

  • Social Consumers.
  • Segmentation and Targeting with Social Media.
  • Social Identity.
  • Networked World: The Use of Social Media.
  • Motivations and Attitudes Affecting Social Media Activities.
  • Social Media Sections.
  • The Networked Community.
  • Social Posting.
  • Social Media for Deeper Consumer Knowledge.
  • The Role of Social Media in Research.
  • Primary Research in Social Media.
  • Social Data Management.
  • Social Dissemination of the message.

Educational Goals

The course shows how social media fits into and complements the marketer’s toolbox. The course material aims to combine essential theory with practical applications. It includes topics on strategic social media marketing planning, marketing communications applications, synthesizing and customizing social media data to provide deeper insights into consumer behavior.

Upon successful completion of this module, the student will be able to:

  • Determine social identity.
  • Support the networked business world.
  • Describe and classify the motivations and opinions that influence social media activities.
  • Compose social media sections.
  • Manage social media for consumer research.
  • Evaluate social media.

General Skills

to be filled

Teaching Methods

  • Face to face.

Use of ICT means

  • Online guidance.
  • Slides Projection in the classroom.
  • Use of E-mail and onlne communication systems.
  • Use of e-learning system (moodle).

Teaching Organization

ActivitySemester workload
Fieldwork or Project10
Personal Study33

Students Evaluation

to be filled

Recommended Bibliography

  1. Social Media Marketing – Μάρκετινγκ με μέσα κοινωνική Δικτύωσης, Συγγραφέας: Tracy L. Tuten, Michael R. Solomon, Μεταφραστής: Μαρία Κωνσταντοπούλου, Εκδόσεις Δίαυλος, 2016.
  2. Solomon M., Συμπεριφορά Καταναλωτή, Εκδόσεις Tziola, 2018.

Related Research Journals

  1. Journal of Consumer Research.
  2. International Journal of Consumer Studies – Wiley.
  3. Journal of Consumer Behaviour – Wiley.
  4. Journal of Consumer Psychology – Elsevier.
  5. International Journal of Interactive Multimedia and Artificial Intelligence.
  6. Journal of Interactive Marketing.