X

Msc in Applied Economics and Finance, AUEB

.
Marketing, .
,
, - .
, , ,
-
.
,
.

. , ,
,
.

- : social media, business growth, efficiency

i.
,
,
, . [5]

,
. 91%
. [1] ,
Facebook, Twitter,
Youtube, Google+ LinkedIn. [13]
, ,
. 72%
, 60%
. [5]

1

:
70%
272.000 .
57% blogs
44% Twitter
blog, 55%
. [10/ 15]
,
, .
, . ,
80%
,
75% .
,
. [11]
1, ,
.
,
.
,
,
.

Marketing

1. [5]

ii. Marketing
marketing
, .
, 79% ,
.
, ,
marketing . ,

2
 ,
.

.
,
. ,
,
- .
,
. [5] , ,

. 1
,
. [4/6]

1.

,
, .

.
1. [3/7]
,
.
. ,
(target
group).
, -
.

1
.

3
 - . , ,

. [5/11]
, ,
,
. , ,
,
.
Folli Follie, 85
, Pamediakopes.gr,
1 2012. [11]

Demand Forecasting

, ,
2 . ,
, ,
.
(demand forecasting),
nowcasting3.
, .
[5] 1, ,
Twitter.
.
, ,
. [9]

1. Twitter

2
.
3
, .

4
iii. /

. , R&D,
.
,
. , ,
.
, , .
, ,
. ,
, ,
. [5]

,
. ,
marketing , .
, ,
. ,
. ,
,
. ,
,
. [12]
, Skroutz on-line,
2 . ,
, data
mining, ,
. [11]

iv.
,
.
- ,
, .
, ,
, , ,
FAQs (Frequently Asked Questions)
.[11]

.
,
. ,
, . ,

.
.
EPlus,
. [5]

5
,
.

. , brand monitoring,

. [8] ,
,
,
, .

v.

.

LinkedIn Facebook, ,
Social Marketing Recruitment. [14]

.
, ,
, .[5]

, .
,
,
. ,
.
, ,
.
, ,
, ,
.
,
. [2]

vi.
,
.

. , marketing ,
, .

, -
. ,
, . ,
,
- . ,
.

6
 . ,
. ,
,
.

,
.
,
cloud computing,
.

1. E. Qualman (2011) Socialnomics. Next Steps for Companies and the Glass House Generation
2. Jobvite (2012) http://recruiting.jobvite.com/resources/data-sheets-for-recruiting-applicant-tracking-social-
recruiting/
3. K. Leimkuehler (2013) Startup Social Media: Why Relationship Marketing Is Essential for Growing
4. Merenda. (2013) Facebook. https://www.facebook.com/Merenda.gr?fref=ts
5. McKinsey Global Institute (2012) The Social Economy: Unlocking value and productivity through social
technologies http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy
6. PampersGreece. (2013). Facebook. https://www.facebook.com/PampersGreece?fref=ts
7. S. Ellis (2009) Social Media Marketing Strategy for Startups http://www.startup-marketing.com/social-media-
marketing-strategy-for-startups/
8. S. Wu, W. Rand, L. Raschid (2011). Recommendations in Social Media for Brand Monitoring. University of
Maryland. Robert H. Smith School of Business. :
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1906470
9. Th. LansdallWelfare, V. Lampos, N. Cristianini. (2012). Nowcasting the mood of the nation. Vol.9 Issue 4.
: http://onlinelibrary.wiley.com/doi/10.1111/j.1740-9713.2012.00588.x/pdf
10. The Social Skinny. Get the inside scoop on all things social media. (September 2012) 216 Social Media and
Internet Statistics http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/
11. . (2013) . :
http://news.kathimerini.gr/4dcgi/_w_articles_economy_2_09/03/2013_513659
12. . (2012) Social Media- : ( )
http://www.tovima.gr/society/article/?aid=442640
13. (2012) ELTRUN/ : http://www.eltrun.gr/wp-
content/uploads/2012/12/Social_media_deltio_tupoy.pdf
14. . (2011) social media ;
http://www.kariera.gr/%CE%86%CF%81%CE%B8%CF%81%CE%BF/CB-178-
%CE%91%CE%BD%CE%B1%CE%B6%CE%AE%CF%84%CE%B7%CF%83%CE%B7-
%CE%B5%CF%81%CE%B3%CE%B1%CF%83%CE%AF%CE%B1%CF%82-
%CE%9C%CF%80%CE%BF%CF%81%CE%BF%CF%8D%CE%BD-%CF%84%CE%B1-social-media-
%CE%BD%CE%B1-
%CE%BA%CE%B1%CF%84%CE%B1%CF%80%CE%BF%CE%BB%CE%B5%CE%BC%CE%AE%CF%8
3%CE%BF%CF%85%CE%BD-%CF%84%CE%B7%CE%BD-
%CE%B1%CE%BD%CE%B5%CF%81%CE%B3%CE%AF%CE%B1/
15. . (2012) :
. http://www.academia.edu/1639955/M