Eureka! Institutional Repository

The rapid and unprecedented technological development of the last few decades has established social networks – Social Media’s as an indispensable tool for building an integrated marketing mix. Companies are challenged to adapt to this new and unprecedented landscape. Due to the rapid "invasion" of social networks into people's everyday lives and sometimes dependence on them, it is a huge opportunity for businesses to have an impact on a vast array of people with pluralistic demographics, from young people to elderly. This landscape despite all the tremendous potential it gives to the businesses, at the same time conceals many pitfalls and risks. Social networks, having as their main feature the freedom of speech, make’s businesses work very difficult due to the scant control of users and consumers' criticisms towards them and their products and services. Having as an important factor the economic crisis that affects the country and makes it even more difficult for companies to take action in Social Media Marketing, one understands that a dangerous "cocktail" of challenges and opportunities arises for businesses. Particular attention is needed by businesses on how to use social networks and on the close communication of vision to users - consumers. In this thesis we investigate whether companies in the telecommunications industry, despite the risks and challenges of social networks – Social Media’s, have adopted Social Media Marketing both in philosophy and practice