Eureka! Institutional Repository

The dissertation was part of the completion of my studies at the Alexander Technological Educational Institute of Thessaloniki ATEI, in the “Marketing and Advertising” department. The dissertation concerns research of both primary and secondary data and was held during January-August 2015 on the investigation of consumer opinion by Oxette on product promotion in social media, the influence of branding and use of e-shop as well as the factors influencing the market by those in store by Oxette in the Mediterranean Cosmos in Eastern Thessaloniki. It Indicates important details and information of secondary data which was available during the preparation of the dissertation. From the bibliography review were observed the trends of public in the social media which are increasing, more frequent use of the e-shop by consumers as philosophy but not so much yet in the jewelry industry as observed by the survey. Additionally, there is a reduction of the difficulties and the negative attitude towards the transactions security during purchase from an online store. The brand and branding were observed to have a significant impact on both the social media and the online store, forming a strong image, high recognisibility and direct communication on an electronic (online) level. The survey which was conducted on 200 consumers by the Oxette shop in the Mediterranean Cosmos, confirms the above information as well as places the factors influencing them more in their decision to purchase. The first factor relates to the price, the second to the quality and third to the brand.