Publications by the School of Graduate and Professional Education
Communication
Giakoumaki, C., & Krepapa, A. (2020). Brand engagement in self-concept and consumer engagement in social media: The role of the source. Psychology & Marketing, 37(3), 457–465. https://doi.org/10.1002/mar.21312
This three‐group between‐subjects experimental research investigates the extent to which consumer engagement with a social media branded post is directly affected by individuals’ tendency to incorporate brands as part of their self‐concept (BESC) and whether this relationship is moderated by individuals’ exposure to three different post source types. Participants were exposed to one of three Instagram social media posts of a luxury brand, where the only manipulated factor was the type of source. Findings show that there is a positive relationship between BESC and post engagement. The study also shows that content source plays a moderating role in the relationship between BESC and post engagement, such that individuals with high BESC will engage significantly more with content posted by other users, compared with branded sources (brand, influencer).
Kapareliotis, I., & Miliopoulou, G.-Z. (2019). Gender bias in academia: An attempt to render the intangible tangible. In A. Georgiadou, M. A. Gonzalez-Perez, & M. R. Olivas-Luján (Eds.), Advanced Series in Management: Vol. 22. Diversity within diversity management: Types of diversity in organizations (pp. 247–271). Emerald Publishing. https://doi.org/10.1108/S1877636120190000022013
Originality/Value
Despite the ample and rising amount of research findings, there is no coherent framework to adequately include all the factors that contribute to gender bias in academia. By integrating and organizing the different, multifaceted causes already pointed out by previous findings, the authors hope to contribute to future research with specific variables to test and correlate, as well as to the formulation of more sophisticated policies.
Miliopoulou, G.-Z. (2019). Revisiting product classification to examine content marketing practices. Journal of Research in Interactive Marketing, 13(4), 492–508. https://doi.org/10.1108/JRIM-07-2018-008
Purpose
The purpose of this paper is to investigate how the degree of investment and involvement attributed to specific product categories, affect content marketing plans and practices on the Web and social media.
Design/methodology/approach
This is a conceptual paper based on the classification proposed by Morton and Devine (1985) on the axes of investment and involvement. The author uses secondary research evidence from both academic and industry sources to document content marketing trends in the US and the EU markets and allocates such trends using the semiotic square.
Findings
The findings indicate that products in each quadrant follow similar practices regarding content publishing, campaign planning and community management.
Research limitations/implications
Further research may test this model empirically and assess its merits in different markets. Practical implications Managers can use this model for content planning, considering category-related opportunities and limitations. The model may also serve as a teaching tool to familiarize students with older research and its potential contribution in current settings.
Originality/value
By applying an old model in the current US/EU context, this paper helps document and understand content marketing practices, paving the way toward their optimization.