Business Administration / Διοίκηση Επιχειρήσεων (Μ.Β.Α)

This research paper aims to highlight the impact of social media as a marketing tool by investigating both the users’ and companies’ perspective. The current thesis attempts, by adopting a qualitative research method and, more specifically, by using in-depth interviews with individuals and companies, to explain and delve into the marketing behavior of social media users. The results indicate the different nature of social media platforms and their vital position in a user’s daily life. Also, the enhanced integration of social media in companies’ marketing strategy is indicated, as well as the numerous benefits and risks that social media present while being a part of the everyday life and the marketing strategy. Considering the various ways social media affect individuals and businesses alike, in this study, attention is also drawn to the importance of customer engagement and its mostly positive association with social media. Finally, along with limitations and future research proposals, study findings are discussed.