IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-319-33865-1_9.html
   My bibliography  Save this book chapter

Social Networking Sites’ Usage in a Period of Crisis. A Segmentation Analysis of Greek College Students

In: Strategic Innovative Marketing

Author

Listed:
  • I. Antoniadis

    (TEI of Western Macedonia)

  • I. Koukoulis

    (TEI of Western Macedonia)

  • P. Serdaris

    (TEI of Western Macedonia)

Abstract

Social Networking Sites possess a dominant position in the agenda of marketers and academics around the world. Despite the penetration, social media and SNSs have in all demographic categories, young persons and students still remain the main users. This paper examines the usage patterns of social media and social networking sites by college students. 512 students of TEI of Western Macedonia have participated in our research, answering questions regarding 18 different usages of SNSs. Four main categories of SNSs usage patterns were identified, that were used along with six more variables to identify segments of SNS users, following the typology proposed by Brandtzæg and Heim (2011). Our findings indicate the existence of four segments of SNSs users. Results are discussed under the prism of the Greek economic crisis, and the implications they have for marketers in planning and implementing social media marketing strategies.

Suggested Citation

  • I. Antoniadis & I. Koukoulis & P. Serdaris, 2017. "Social Networking Sites’ Usage in a Period of Crisis. A Segmentation Analysis of Greek College Students," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Damianos P. Sakas & Petros Tomaras (ed.), Strategic Innovative Marketing, pages 73-79, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-33865-1_9
    DOI: 10.1007/978-3-319-33865-1_9
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Styliani XANTHAKOU & Ioannis ANTONIADIS, 2019. "Consumers' Classification based on theirs behavior in the Social Media Platforms of Fashion Companies," International Conference on Economic Sciences and Business Administration, Spiru Haret University, vol. 5(1), pages 228-235, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-319-33865-1_9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.