DC FieldValueLanguage
dc.contributor.authorGiovanis, Apostolos-
dc.contributor.authorAthanasopoulou, Pinelopi-
dc.contributor.authorIoakimidis, Marilou-
dc.date.accessioned2024-05-23T12:07:47Z-
dc.date.available2024-05-23T12:07:47Z-
dc.date.issued2021-
dc.identifiergoogle_scholar-In1YXmwAAAAJ:OU6Ihb5iCvQC-
dc.identifier.issn2684-9747-
dc.identifier.otherIn1YXmwAAAAJ:OU6Ihb5iCvQC-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/2446-
dc.description.abstractThe purpose of this study is to determine how service firms use social media in their marketing strategy. Specifically, three parts of marketing strategy are analysed: the communication mix used by service firms; the management of customer relationships and new service development (NSD). Results from 18 businesses in 3 service industries (fitness, tourism and education) show that only about half of the businesses employ a qualified manager for social media. However, all sample companies measure social media effectiveness. Although all participant businesses promote their offers in various social media and cultivate intimate relationships with customers, using social media for developing new services is less common and found mostly in Greek fitness centres where customers are asked to vote for ideas for new services; provide opinions on existing services, and share their ideas.en_US
dc.language.isoenen_US
dc.relation.ispartofJournal of Management Sciencesen_US
dc.sourceJournal of Management Sciences 8 (2), 24-38, 2021-
dc.subjectSocial mediaen_US
dc.subjectMarketing strategyen_US
dc.subjectFitness servicesen_US
dc.subjectTourismen_US
dc.subjectEducationen_US
dc.subjectRelationshipen_US
dc.subjectMarketingen_US
dc.subjectNew service developmenten_US
dc.titleThe Use of Social Media in the Marketing Strategy of Service Firmsen_US
dc.typeArticleen_US
dc.identifier.doi10.20547/jms.2014.2108203en_US
dc.relation.deptDepartment of Business Administrationen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.relation.volume8en_US
dc.relation.issue2en_US
dc.identifier.spage24en_US
dc.identifier.epage38en_US
dc.linkhttps://www.researchgate.net/profile/Apostolos-Giovanis/publication/358171517_The_Use_of_Social_Media_in_the_Marketing_Strategy_of_Service_Firms/links/64be7a9a95bbbe0c6e5bca7a/The-Use-of-Social-Media-in-the-Marketing-Strategy-of-Service-Firms.pdfen_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.subject.fieldSocial Sciencesen_US
dc.journalsOpen Accessen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
local.metadatastatusverifieden_US
item.cerifentitytypePublications-
item.languageiso639-1en-
item.openairetypeArticle-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.fulltextNo Fulltext-
item.grantfulltextnone-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0000-0003-1028-146X-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
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