Exploring the digital marketing practices in the Greek retail sector

CES Working Papers

卷:XIII

Christos GROSE¹  Dionisia TZAVARA²  Maria ARGYROPOULOU³  Dimitris FOLINAS⁴  Constantinos CHARISIS⁵ 

[1] assistant professor at International Hellenic University, Kavala, Greece;

[2] honorary lecturer at University of Liverpool, Liverpool, UK;

[3] lecturer at International Hellenic University, Thessaloniki, Greece;

[4] professor at International Hellenic University, Katerini, Greece;

[5] researcher at Hellenic Open University, Arta, Greece;

关键词: digital marketing;    e-commerce;    retail sector;   

DOI  :  

来源: DOAJ

【 摘 要 】

The development of technology has made great leaps in the lives of people. Digital marketing is nowan integral part of every business, irrespective of its size and nature. The growing importance ofdigital marketing has affected the way businesses promote their offerings to old and new customers.The goal of digital marketing is to make the most of the available practices to target and reach theright users, attract their attention, make a sale, and achieve overall customer satisfaction. Througha survey of 100 e-tailers, this study examines the internal and external factors that influence theadoption of digital marketing practices in the Greek retail sector. The results of a regression analysisshow that business resources and related practices have a positive impact on the benefits that can beachieved through the adoption of e-marketing practices.

【 授权许可】

Unknown