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Online Marketing for Media: The Case of Greek News Websites

Author

Listed:
  • Nikos Antonopoulos
  • Andreas Veglis
  • Argyris Emmanouloudis

Abstract

Nowadays it is quite easy to create a news website and start promoting it online. However, the structure of a significant amount of news websites seems to have been changing, often deviating from trends of past years or even setting their own marketing direction. Based on seven hypotheses related with online marketing characteristics, the researchers gathered data from articles posted on Greek news websites that reported three major events. After visiting the websites for a second time in order to compare the data, they calculated our results. These results show a clearer picture of how the situation currently is for the top twenty Greek news websites according to ¦¡lexa.com. This paper also highlights newer trends in online news reporting, such as the elimination of the ¡°like¡± button in favour of the shares, and also makes suggestions for further research.

Suggested Citation

  • Nikos Antonopoulos & Andreas Veglis & Argyris Emmanouloudis, 2017. "Online Marketing for Media: The Case of Greek News Websites," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(2), pages 104-112, April.
    • Handle: RePEc:ibn:ijmsjn:v:9:y:2017:i:2:p:104-112
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    Cited by:

    1. Minos-Athanasios Karyotakis & Evangelos Lamprou & Matina Kiourexidou & Nikos Antonopoulos, 2019. "SEO Practices: A Study about the Way News Websites Allow the Users to Comment on Their News Articles," Future Internet, MDPI, vol. 11(9), pages 1-13, August.

    More about this item

    Keywords

    like button; online marketing; media website; digital marketing; communication;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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