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Communication Role for Applying Anchoring Pricing in the Information Sector

In: Strategic Innovative Marketing

Author

Listed:
  • Dimitriou Anastasia

    (Technological Educational Institute of Athens (TEI-a))

  • Emmanouilidi Maroulia

    (Technological Educational Institute of Athens (TEI-a))

  • Damianos P. Sakas

    (University of Peloponnese)

Abstract

This study aims to examine the role of anchoring pricing, including in commercials on social media pages. It will show the users of social media’s influence by digital advertisements. For this research, we designed a questionnaire that was distributed to a wide variety of people in the science community. Before the final version, we sent the participants a pilot survey. The response rate was 40.25 % of the community that received it. The results indicated that people who make online purchases and use the social media are more likely to be influenced by online commercials.

Suggested Citation

  • Dimitriou Anastasia & Emmanouilidi Maroulia & Damianos P. Sakas, 2017. "Communication Role for Applying Anchoring Pricing in the Information Sector," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Damianos P. Sakas & Petros Tomaras (ed.), Strategic Innovative Marketing, pages 639-645, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-33865-1_78
    DOI: 10.1007/978-3-319-33865-1_78
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