Dimitrios Amanatidis

In this work we expand on previous results, which were obtained by applying an exploratory factor analysis process. The analysis was carried out on a dataset constructed by means of a quantitative questionnaire regarding consumers’ degree of engagement with social media and their respective online decisions and actions. Thus, the model under study here integrates these three derived constructs; “engagement”, “decision”, and “action” as its building blocks. The aim of this work is twofold: to validate model’s fit leveraging a confirmatory factor analysis process and to investigate the relations between the three factors with structural equation modelling. With respect to the first objective, the measurement part of the model is verified, and its fit is tested and accepted under several heterogeneous indices. Secondly, the structural part of the model is validated against theoretical hypotheses regarding the relations between the three latent variables. Results show that both “engagement” and “decision” predict “action”, with the former however being more important. To the best of our knowledge, the specific model built around these three constructs is not found elsewhere in literature and can prove to be a valuable source of information for e.g., marketers in their effort to apply an efficient marketing strategy.

This study is situated within the ongoing scholarly discourse surrounding the role of social media in the evolving communication landscape. The main aim of this research is to examine the extent to which the Greek traditional media and journalists have adapted to the ethos of social media. In particular, this study conducts a comparative analysis to assess whether the Greek media and journalists have effectively embraced the communication challenges arising from advancements in social media, particularly during election cycles. The theoretical foundation rests on the network theory of power, a concept pioneered by the Spanish sociologist Manuel Castells. The empirical component presents the findings obtained through an examination of journalists’ participation in political discourse on Twitter (now named X) throughout seven distinct election periods encompassing all electoral levels in Greece (presidential, national, European and regional/municipal elections, plus a referendum). The findings reveal low levels of adaptation, in contrast with western countries, where journalists and the media have embraced the online culture to a greater extent and appear to take on more prominent roles in debates. The findings provide valuable insights for journalists, politicians and the media in understanding the role of social media in political communication.