Authors:
Dimitris Linarakis
;
Stefanos Vlachos
and
Paraskevi Raftopoulou
Affiliation:
Dept. of Informatics and Telecommunications, Univ. of the Peloponnese, Greece
Keyword(s):
Social Media, Big Data, Data Analysis, Data Mining, Influencer Marketing, Covid-19, Greek Community, Instagram, YouTube, Web Scraping, NoSQL.
Abstract:
Social media have conquered the widest spectrum of our lives. Companies, following the phenomena of the
new digital era, are giving up traditional practices and use new policies of diffusion for advertising products
and for engaging potential customers. In the context of ENIRISST+ (https://enirisst-plus.gr), we started investigating whether transportation businesses (i.e., ferry companies, airlines, etc.) use the new era practices
for promoting their products and services and then, extended our research on all kind of businesses. The
work presented in this paper studies this shift for the Greek Instagram and YouTube community, records and
analyses the activity of prominent Greek companies on social media, and measures the social and commercial
impact of the emerging COVID-19 pandemic during 2020 on Greek users’ digital behaviour. Subsequently,
we use the acquired data and analysis (i) to draw conclusions about the digital behaviour and preferences of
the Greek social media sc
ene and (ii) to compare the results in marketing policies and behavioural patterns on
two inherently different social media platforms. This is the first study in the literature to perform an analysis
on the behaviour of the Greek community in different social media.
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