Cypriot firms, social media & user-generated content platforms

Charalambos S. Christou, Despo Ktoridou, Apostolos Papatheocharous, Florent Domenach

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

This work investigates the extent to which Cypriot companies use the User-Generated-Content (UGC) created on their eBusiness platforms. Data are collected from local brands in order to apprehend the current situation of the local market regarding UGC. Our study reveals that Cypriot Brands prefer Social Media, as the means to create UGC, instead of having a regular.com or.com.cy website as an online e-representation of the company. Social Media are cost-effective; no expert knowledge is required; they have exponential growth in popularity and they are searchable in regular search engines as well as in SM's own internal search engines. It was found that Cypriot firms, participating in this study, use regularly marketing tools. All firms use Facebook Insights as a standard tool; Google Analytics is used by 57% of the participating companies; Hashtag trackers 43% and Hootsuite 29%. Cypriot firms should think of their customers' unmet needs for interaction and content sharing and design strategies to increase the amount and usage of User Generated Content.

Original languageEnglish
Title of host publicationProceedings of 2015 International Conference on Interactive Mobile Communication Technologies and Learning, IMCL 2015
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages378-382
Number of pages5
ISBN (Electronic)9781467382434
DOIs
Publication statusPublished - 16 Dec 2015
EventInternational Conference on Interactive Mobile Communication Technologies and Learning, IMCL 2015 - Thessaloniki, Greece
Duration: 19 Nov 201520 Nov 2015

Other

OtherInternational Conference on Interactive Mobile Communication Technologies and Learning, IMCL 2015
CountryGreece
CityThessaloniki
Period19/11/1520/11/15

Keywords

  • EBusiness
  • Social media
  • UGA
  • User genarated content

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  • Cite this

    Christou, C. S., Ktoridou, D., Papatheocharous, A., & Domenach, F. (2015). Cypriot firms, social media & user-generated content platforms. In Proceedings of 2015 International Conference on Interactive Mobile Communication Technologies and Learning, IMCL 2015 (pp. 378-382). [7359623] Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/IMCTL.2015.7359623