Search

This article explores how communication management is being practiced in Greece and sheds light on the impact exerted by social media practice and knowledge of communication roles on practitioners' involvement in organizations' strategic management process. This article also tests how communication roles interact with the different aspects of social media management. To this end, a quantitative survey was conducted using an online self-administered questionnaire that was completed by 107 communication practitioners in Greece. Communicators in the sample exhibited more knowledge for the technician role and performed managerial tasks to a lesser extent. Greek practitioners are mainly involved in routine operations, but they also perform strategic tasks as they provide input in strategic planning by scanning the environment to identify issues and help management develop goals. Concerning their social media practice, they seem to be involved with tactical activities such as content creation and engagement enhancement. The results also show that social media activities did not influence practitioners' involvement in strategic management, which was instead affected by the communication roles of manager and technician. [ABSTRACT FROM AUTHOR]

The aim of this paper is to present an approach that utilizes several mixed reality technologies for touristic promotion and education. More specifically, mixed reality applications and games were created to promote the mountainous areas of Western Macedonia, Greece, and to educate visitors on various aspects of these destinations, such as their history and cultural heritage. Location-based augmented reality (AR) games were designed to guide the users to visit and explore the destinations, get informed, gather points and prizes by accomplishing specific tasks, and meet virtual characters that tell stories. Furthermore, an immersive lab was established to inform visitors about the region of interest through mixed reality content designed for entertainment and education. The lab visitors can experience content and games through virtual reality (VR) and augmented reality (AR) wearable devices. Likewise, 3D content can be viewed through special stereoscopic monitors. An evaluation of the lab experience was performed with a sample of 82 visitors who positively evaluated features of the immersive experience such as the level of satisfaction, immersion, educational usefulness, the intention to visit the mountainous destinations of Western Macedonia, intention to revisit the lab, and intention to recommend the experience to others. [ABSTRACT FROM AUTHOR]

The study pursues a line of inquiry into male and female candidates' political campaign strategies on Facebook, drawing a sample from the 2019 National elections in Greece. The findings suggest that both genders disseminate one-way campaign information and address a wider palette of political issues than the ones typically associated with their gender. Some stereotypical patterns regarding traits and issue expertise seem to persist; females are more expressive in terms of visual content and use of emoticons, choose personalization and dialogic communication more frequently and emphasize culture and women's issues. Men are more often associated with negative campaigning, prioritize "masculine" issues such as employment and foreign affairs, and generate a greater level of user engagement. The results indicate that social media do not constitute an alternative communication channel that equalizes existing power structures. Instead, they seem to reflect the status quo and may hinder women candidates' efforts to gain visibility and communicate with the public. [ABSTRACT FROM AUTHOR]

The present study examines the discourse of the then Greek Prime Minister, Alexis Tsipras, following the 2018 July wildfire disaster in the Eastern Attica suburbs including Mati to reveal the frames employed by the main protagonist utilizing existing framing models while also incorporating the notions of ethic of care and strategic ambiguity. The then government received extensive criticism by the media and political opponents in regard to the management and communication responses of the then Prime Minister. A content analysis was conducted to the statements made by the then Prime Minister. Findings indicate that Tsipras during the initial stages of the crisis acknowledged the extent of crisis while also emphasizing the successful crisis response efforts. Moreover, strategic ambiguity along with low levels of "caring" were important elements of Tsipras' narrative at the initial stage. As the public outrage and criticism intensified, Tsipras incorporated a more caring profile and presented the disaster as a "critical opportunity" by shifting the blame to previous governments and proposing policy changes. [ABSTRACT FROM AUTHOR]

Oral communication and presentation skills are considered key competencies for many academic fields and professions, including science-related ones. Therefore, it is vital that students are given sufficient class time in the curriculum for practicing public speaking. It is well documented in the literature that video technology can be of valuable aid in enhancing oral skills, and FlipGrid is a relatively new video discussion platform that has become popular for this purpose. The aim of this study is two-fold. First, the literature regarding FlipGrid is explored to understand how educators around the globe use the platform. Second, a case study is presented where FlipGrid is used and evaluated as a tool for practicing and assessing oral science communication. A mixed-method approach was used to evaluate FlipGrid with the participation of 112 students. Findings indicate that although the use FlipGrid in science fields is limited, it can be a useful platform for practicing oral science communication. [ABSTRACT FROM AUTHOR]

Using an actor-center approach, the present study sheds light on the intersection between populist communication and Facebook campaigns in the context of the 2019 general elections in Greece. Specifically, the study focuses on how populist actors in Greece campaigned on Facebook and examines their communicative performance in terms of user engagement in comparison with that of their opponents. For this purpose, a quantitative content analysis was performed by analyzing the Facebook posts published by populist and non-populist candidates over one week preceding the July 7 elections. Results suggest that candidates from populist parties, such as SYRIZA (Coalition of the Radical Left) and EL (Greek Solution), were outpaced by the mainstream New Democracy party that won the election. Moreover, significant differences are observed between populist and non-populist actors regarding the communication strategies utilized. Results suggest that different communication strategies have varying effects on user engagement depending on the populist identity of candidates, as well as their position in the left-right political spectrum. Several practical implications are proposed regarding the effective orchestration of Facebook campaigns by populist and non-populist actors. [ABSTRACT FROM AUTHOR]

The present study sheds light on the under-researched relationship between social media content and citizens' engagement, as well as the impact of dialogic communication on citizens' engagement. To this end, Facebook content of the five largest Greek municipalities was examined. A six-dimensional typology of social media content posted by local governments on Facebook was proposed. The results suggest that dialogic posts and posts that trigger offline participatory activities exerted significant influence on all forms of citizens' online engagement. It is recommended that social media managers of local governments in Greece, as well as other countries with similar public administration styles and social media usage patterns, create dialogic loops with their citizenry by addressing users' questions and concerns through Facebook posts. Moreover, they could publish rich media content on Facebook in the form of videos and posts that mobilise citizens to participate in various offline activities (e.g., events, council meetings). [ABSTRACT FROM AUTHOR]

This paper analyzes the communication strategies used by Greek local governments through the utilization of Web 2.0 technologies, specifically Facebook, and the effectiveness of these strategies in relation to citizens’ online engagement. More specifically, it examines Facebook communication strategies and levels of citizens’ engagement. For this purpose, we conducted a content analysis on the active and official Facebook pages of local municipalities in Greece from January 2017 until the end of September 2017. Our results suggest a rise in the percentage of active Facebook pages maintained by local governments in comparison to our 2014 study. Our results also show that local governments in Greece are using Facebook in a predominantly top-down manner to promote events organized by the municipality and to push one-way information to citizens about their services and actions. Local authorities have, however, made significant progress in relation to posts that support transparency and accountability and that enhance or mobilize citizens’ participation. Our evaluation of local government Facebook strategies indicates that marketing the municipality to external public, such as tourists, and providing information about services are effective strategies that drive citizens’ online attitude expression (liking), engagement (commenting), and advocacy behavior (sharing). According to our analysis, local governments in Greece prefer the strategies that we found to be the least engaging. In addition, our study provides interesting details of how specific characteristics and modes of Facebook messages (photos, videos, URLs, hashtags, and mentions) impact on citizens’ engagement. Finally, our results provide valuable insights for social media managers in local government who aim to increase the impact of their municipal Facebook pages. [ABSTRACT FROM AUTHOR]

Purpose The aim of the present study is twofold. First, it measures Facebook users’ experience in a holistic way by taking into account the various dimensions of Facebook experience (i.e. entertainment, flow, escapism, challenge, learning, socializing and communitas); second, it tests the effects of these dimensions in relation to consumers’ brand engagement on Facebook.Design/methodology/approach Two online surveys were conducted using self-administered questionnaires. Respondents were recruited through the snowball sampling technique.Findings The findings suggest that the different experiential elements of Facebook usage have varying effects on the two brand engagement factors (consuming and contributing) on Facebook. Specifically, the passive element (consuming) is positively influenced by the dimensions of flow and communitas (i.e. feelings of belongingness), while escapism is found to be a negative predictor. The active element of engagement (contributing) is positively affected by dimensions such as entertainment, flow, socializing and communitas.Practical implications Brand managers should design Facebook pages for their brands that entertain and immerse consumers, while enabling them to socialize and bond with others to increase levels of consumers’ engagement with brands on Facebook. However, brand managers should be cautious regarding the fantasy experience (escapism) offered by their Facebook pages, as this can distract consumers from the content of the brand page.Originality/value To date, most studies on Facebook usage have been conducted under the uses and gratifications framework, while the various elements that comprise Facebook users’ experience have not received sufficient attention in previous conceptualizations of Facebook experience. In addition, the present study enhances the research by examining consumers’ brand engagement on Facebook as a potential consequence of the various Facebook experience dimensions. [ABSTRACT FROM AUTHOR]

Purpose The purpose of this paper is to investigate the impact of store characteristics (i.e. product availability, product quality, store layout, employee politeness, décor, music, lighting, and aroma) on the various dimensions of in-store leisure shopping experience (i.e. hedonic, flow, escapism, challenge, learning, socialising, and communitas).Design/methodology/approach In order to achieve the study’s objectives, a quantitative on-site survey was conducted. Respondents were interviewed upon exiting fashion retail stores.Findings Findings indicate that not all store characteristics impact the various dimensions of experience in the same way. Product quality and in-store music were found to be the most important in-store characteristics that affected the majority of experience dimensions. Other important store attributes that emerged were store layout and ambient scent. Conversely, product range actually had a negative impact on in-store experience.Practical implications By orchestrating the most influential in-store characteristics, fashion retailers could be delivering unique in-store experiences to their customers. This research shows that they would benefit from designing experiential strategies that focus on merchandise quality, price, and availability while simultaneously carefully managing ambient (music and scent) alongside design factors (store layout and décor). Careful consideration should be paid to merchandise variety in order to avoid potentially negative effects on customers’ shopping experience.Originality/value Until now most studies that document the relationship between store elements and shopping experiences have examined the effects of store characteristics on a limited number of experience dimensions. This study adds to the body of research into in-store leisure shopping experience in two ways: by shedding light on its multi-dimensional nature, and by analysing the effect of the different store elements on the various components of the in-store experience. [ABSTRACT FROM AUTHOR]

This study investigates sea-based adventure experiences on the Greek island of Rhodes and their impact on tourists’ satisfaction, word-of-mouth (WOM) and re-experience intentions. On-site surveys were conducted using a self-administered questionnaire. Results indicated that the experiential dimensions of hedonism, escapism, and socialization were positive antecedents of tourists’ satisfaction and behavioral intentions. In contrast, flow experience was negatively related to the behavioral intentions of sea adventure tourists. Marketers should carefully design and manage sea-based experiences in order to satisfy and retain their customers. [ABSTRACT FROM PUBLISHER]

Purpose -- The aim of the present study is to investigate the impact of the different aspects of consumption experience on various post-consumption variables (i.e. satisfaction, nostalgia intensity, word-of-mouth (WOM) communication and behavioural intentions). Design/methodology/approach -- A quantitative study using a self-administered questionnaire was conducted. The sample comprised of 645 respondents and the snowball sampling technique was used. Consumption experience was measured using a seven-dimensional scale (dimensions: hedonic, flow, escapism, socialisation, personal challenge, learning and communitas). Findings -- Not all experience dimensions affect consumers equally in the post-consumption stage. Hedonism was an important experiential dimension affecting positively most of the post-consumption variables. Other boosters of consumers' nostalgia, WOM communication and behavioural intentions were the feelings of escapism, knowledge and communitas. On the contrary, flow and personal challenge were negative predictors of consumers' evaluations. Practical implications -- Marketers should co-create the experience with consumers by carefully managing their experiential offering. Companies should focus on designing pleasurable, social, educational and fantasy experiences while minimizing the feelings of immersion and risk that arise from intense activities. Originality/value -- A holistic conceptual model on the consequences of the different consumption experience dimensions is tested. Until now, most of the relevant studies on experiences have treated experience as a higher order construct without taking into consideration the different effects of the various experience dimensions. Hence, the present study contributes to research by identifying the most pertinent experience dimensions on post-consumption evaluations, behaviour and intentions of consumers. [ABSTRACT FROM AUTHOR]

This study, using cluster analysis, segmented the Greek summer camping market based on the extraordinary experience scale proposed by Arnould and Price (1993), using cluster analysis. Four distinct segments were derived, namely: Social–Naturalist Campers, Indifferent Campers, Pure Naturalist Campers, and Adventurous–Experiential Campers. Furthermore, these segments were profiled based on several postvisit variables (i.e., satisfaction, intention to revisit, nostalgia, word-of-mouth (WOM) activity, and WOM praise). Finally, the study concludes with the development of marketing strategies for reaching and serving the most attractive segments. [ABSTRACT FROM AUTHOR]

This study explored the influence of core-consumption experience on the nostalgia intensity, word-of-mouth activity and revisit intentions of Greek summer campers. An online survey was conducted using a self-administered questionnaire. The link for the online survey was posted on the Facebook fan pages of some of the most popular Greek campsites. Results suggested that core-consumption experience strongly affects nostalgia felt by campers, which in turn influences campers’ word-of-mouth activity, praise, and revisit intentions. Based on the findings, marketers should carefully design and manage campers’ experiences in order to enhance nostalgia, leading to an increase in campers’ word-of-mouth recommendations and loyalty. [ABSTRACT FROM AUTHOR]

The purpose of this paper is to investigate the consumer reaction during a product-harm crisis by examining the interdependencies that exist among their ethical beliefs as consumers, their attributions of blame, their feelings of anger and finally their purchase intentions towards the affected company. To test the five research hypotheses, a questionnaire containing a hypothetical crisis scenario of a fictitious company was distributed to 277 consumers. Respondents were asked to read the scenario and answer questions regarding their attribution of responsibility to the company, their feelings of anger and their purchase intentions. In order to investigate consumers' ethical beliefs, a Consumer Ethics Scale was also included in the questionnaire. Structural equation modelling revealed a significant, positive correlation between attributions of blame, anger and ethical beliefs. Moreover, anger negatively affects purchase intentions, whereas the attribution of blame was not found to be significantly connected to purchase intentions. In spite of the rational connection between ethics and crisis, there is lack of research correlating these two concepts. Based on this gap in the literature, the current research attempts to connect ethical beliefs with consumer reactions and emotions during product-harm crises. Copyright © 2011 John Wiley & Sons, Ltd. [ABSTRACT FROM AUTHOR]

Purpose - Product-harm crises have become an almost familiar phenomenon in today's business environment as technology becomes more vulnerable. Even if a product-harm crisis is associated with the company that manufactured the defective product, the entire industry may be affected. Not only consumers of the affected company, but also consumers of competitors are affected by the crisis. The paper seeks to deal mainly with the situation of competitors and examines the potential opportunities and threats that may arise when another company in the same industry faces a product-harm crisis. Design/methodology/approach - For the purposes of this paper, an experiment was conducted that relied on four important influential factors of crisis management (i.e. corporate reputation, crisis scope, external effects, and organisational responses). The crisis was described through a hypothetical scenario. Consumer attitudes towards competitive products were used to determine impending prospects and threats. Findings - The paper's results demonstrate that consumers are very receptive in buying competitor brands, especially when the extent of the crisis was medium or high and the company involved in the crisis had shown low levels of social responsibility. Originality/value - Previous research studies on crisis management mainly focus on the affected company and how it confronted the crisis. The paper approaches crisis management from the competitor's perspective. Because a crisis may influence the entire sector, adequate preparation and effective crisis management skills are essential assets for competitors. [ABSTRACT FROM AUTHOR]

Purpose - The purpose of this paper is to investigate the most important characteristics of the religious package tour as perceived by consumers who travel to the Holy Land and to examine the marketing components that play an important role for pilgrims. Design/methodology/approach - In-depth interviews were conducted with Greek Orthodox travellers who were about to leave for a pilgrimage to Jerusalem. Content analysis was used in order to analyse the transcribed interviews. Findings - Results show that regarding the product mix, hotel ratings and extra benefits are considered of minor importance by the interviewed travellers. However, the tour guide and the trip's schedule and program are the most important factors that influence consumer decisions regarding the purchase of a specific tourism product. In addition, the travel agent's reputation for organising religious trips plays a crucial role. Alternatively, price does not seem to influence travellers to sacred places. Practical implications - Travel agents that offer tour packages to pilgrims, as well as tourism companies wishing to promote pilgrimages can take into consideration these findings in order to design effective marketing plans. Originality/value - Although tour packages for pilgrims are profitable, only few studies have focused on this type of traveller. As travel for religious purposes increases, the design of an effective -marketing plan may help to further develop the market for pilgrimages. [ABSTRACT FROM AUTHOR]