- 30, Archbishop Kyprianou Str., 3036 Limassol, Cyprus
PO Box 50329, 3603 Limassol, Cyprus - 0035725002396
Yioula Melanthiou
Cyprus University of Technology, Public Communication, Faculty Member
- Yioula Melanthiou, is an Assistant Professor of Marketing at the Cyprus University of Technology. She holds a PhD in ... moreYioula Melanthiou, is an Assistant Professor of Marketing at the Cyprus University of Technology. She holds a PhD in Marketing (University of Manchester, UK) and has been in academia since 2004 where she served as Head of the Department and Director of Doctoral Studies at the University of Nicosia. Her academic experience involves teaching Marketing at all levels and supervising doctoral students. Her primary research interests are in the areas of Social Media Marketing and Consumer Behaviour, presenting and publishing extensively on related topics. She has also served as Research Director and Marketing Consultant at a Multinational Company.edit
1st EuroMed Conference Book Proceedings, EuroMed Academy of Business 723 HIGHER EDUCATION AND STUDENT CHOICE Yioula Melanthiou, University of Nicosia, 46 Makedonitissas Avenue, PO Box 24005, CY-1700, NicosiaCyprus E-mail: melanthiou. y@... more
1st EuroMed Conference Book Proceedings, EuroMed Academy of Business 723 HIGHER EDUCATION AND STUDENT CHOICE Yioula Melanthiou, University of Nicosia, 46 Makedonitissas Avenue, PO Box 24005, CY-1700, NicosiaCyprus E-mail: melanthiou. y@ unic. ac. cy ...
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Research Interests: Computer Science, Usability, Information Communication Technology, IMC-Integrated Marketing Communications, Cyprus, and 15 morePromotions, Website Visibility, The Internet, Website Design, Best practice, Case Study, Integrated marketing communications, Digital Marketing, World Wide Web, Internet technology, Website Promotion, Real Time, Hotel Marketing Strategies, Website usability, and E Commerce
Research Interests: Business, Marketing, Sociology, Higher Education, Consumer Behavior, and 14 moreDeveloped and Developing countries, Multidisciplinary, Literature Review, Students, Developing Country, Conceptual Development, Students Motivation, Conceptual Model, Discrete choice models, Contingency, Developed Countries, Student Choice, Consumer Behaviour, and student choice models
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Purpose It has been suggested that brands and products often assume a role in selfies (Ham, 2014) where the expression of brands and products provokes consumer emotions that bring about greater engagement (Tsai and Men, 2013) and... more
Purpose It has been suggested that brands and products often assume a role in selfies (Ham, 2014) where the expression of brands and products provokes consumer emotions that bring about greater engagement (Tsai and Men, 2013) and contributes to the interactivity with the brands. This study aims to understand how the selfie phenomenon could mobilize the interactivity between brands and target audiences, in a way that could be used as a marketing tool by companies. Design/methodology/approach A netnographic research methodology was used for the current study because it is a method specifically designed to study online communities (Kozinets, 2010). The experiences of brand selfie postings on Instagram were studied by analyzing users’ selfies to predict brand usage. A purposive sample of Instagram users was chosen, and from these, a total of 74 brand selfies were analyzed. Findings This study provided an understanding of consumer behavior and marketing practices in the social marketplace through a detailed exploration of the data using visual and textual analysis. The main finding of this study is that consumers both consume and produce brand meanings in digital platforms; hence, companies should view them not only as passive receivers of messages, but also potential generators and co-creators of brand messages. Research limitations/implications An important limitation of this study is that it only examines a small number of cases, and conclusions can only be limited to the specific sample chosen. A future research endeavor could of course be carried out to include a larger sample audience for investigating the effect of brand selfies and the potential purchase decisions of peers following exposure. Theoretically, this study provided further insight into the selfie phenomenon and specifically as a marketing tool and not just a new social trend. Originality/value The growing trend in the selfie phenomenon along with social networking sites (hereinafter SNSs) have attracted the attention of both users and marketing experts in terms of consumer–brand relationship (Zhu and Chen, 2015). In line with this current trend, many studies have attempted to understand the influential impact of the selfie phenomenon through SNSs. Studies on the motivation of selfie postings (Pounders et al., 2016) and selfie-posting behavior on SNSs (Kim et al., 2016) have been carried out; however, how brand selfies posted on SNSs appeal to non-users and how they interact with them remain unclear. Consequently, the intention of the current study is to provide some insight in this area.
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16th International Conference on Corporate and Marketing Communications 36 An Examination Of The Use Of Web 2.0 Services In Cyprus Yioula Melanthiou Lecturer Marketing Department School of Business University of Nicosia, Cyprus... more
16th International Conference on Corporate and Marketing Communications 36 An Examination Of The Use Of Web 2.0 Services In Cyprus Yioula Melanthiou Lecturer Marketing Department School of Business University of Nicosia, Cyprus melanthiou. y@ unic. ac. cy Angelika ...
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Research Interests: Business and Real Estate
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The purpose of this article is to present an initial exploratory investigation on e-recruiting and the role of social network sites (hereafter SNSs) during the process. Particularly, the aim is to identify if companies use social media... more
The purpose of this article is to present an initial exploratory investigation on e-recruiting and the role of social network sites (hereafter SNSs) during the process. Particularly, the aim is to identify if companies use social media during their recruitment processes to attract and screen applicants. Three critical elements guided the research: the use of social media to attract and screen applicants; the legal implication of e-recruitment and social network screening; and the possibility of using e-recruitment as the main hiring strategy. Beyond the information generated through the literature review, primary data were collected from Cypriot organizations. The findings of this research endeavor indicate that the online recruitment method has a lot of benefits but also pitfalls of which recruiters should be aware. Furthermore, it seems that the contemporary practice of employee screening through social media can highly affect the hiring decision and legal implications are likely to arise with the wrong use of information. On the contrary, a well-designed system and strategic utilization of available information about potential candidates may significantly assist the recruitment of employees with the most suitable skills and competencies.
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Purpose Literature on nation branding is heterogeneous and varies significantly, not only in terminological terms but also in theoretical approaches and practical application. This paper aims to conduct an extensive exploratory study that... more
Purpose Literature on nation branding is heterogeneous and varies significantly, not only in terminological terms but also in theoretical approaches and practical application. This paper aims to conduct an extensive exploratory study that empirically develops a comprehensive nation brand framework for Palestine, with international applications as well. Design/methodology/approach Initially, a conceptual framework for developing a nation brand is theoretically designed. Subsequently, through a methodologically deductive–inductive approach and qualitative means, it tests, adapts and refines the framework based on empirical data collected from key stakeholders, such as government officials, politicians, business people and academics. Findings The theoretical part of the research uncovers the extant key models and core concepts, and it identifies several gaps, with the more prominent one being the lack of an integrated and widely adopted framework for developing a nation brand. The research, thus, conclusively builds a holistic strategic framework towards a distinct nation brand for Palestine, with generic/international application and value, also presenting the practical implications of the findings and identifying avenues for further research. Originality/value There are varying extant perspectives on the topic, with these different views often reflecting scholars’ and stakeholders’ methodological approaches, perspectives and even deeper ontological beliefs and convictions. This paper is original consequent to its multi-perspective approach, the strength of its theoretical foundation, the extent and methodological approach of its empirical research, the uniqueness of its focus and the comprehensiveness of the framework developed that can also be used as the conceptual cornerstone for testing in other nations branding studies as well.
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Purpose The study tests a model that considers online brand trust in different nonbrand-owned touchpoints as a multifactorial construct constituted by: social network influencers, bloggers, online retail platforms and brand-related user... more
Purpose The study tests a model that considers online brand trust in different nonbrand-owned touchpoints as a multifactorial construct constituted by: social network influencers, bloggers, online retail platforms and brand-related user generated content. Furthermore, it examines the influences that offline and online brand trust exert on consumer buying intention. Design/methodology/approach A convenience sample of 3,335 total individuals participated in the survey. Structural equation modelling was used to test the hypotheses. Findings Online brand trust is significantly influenced by trust in all investigated nonbrand-owned touchpoints. Both offline and online brand trust positively influence buying intention. Research limitations/implications Whereas brand trust is considered a multidimensional construct that includes both cognitive and affective aspects, in addition to individuals' personality traits, the present study only investigated the rational dimension of the brand t...
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The aim of this study is to investigate the level of knowledge (cognition), attitudes, and behaviour of customers toward sustainability issues in the context of fast fashion. It incorporates empirical evidence that focuses on... more
The aim of this study is to investigate the level of knowledge (cognition), attitudes, and behaviour of customers toward sustainability issues in the context of fast fashion. It incorporates empirical evidence that focuses on investigating what consumers know and feel, and how they behave towards fast fashion brands in the context of sustainability, and further explores whether consumers’ knowledge about fashion is not sufficient to evoke environmentally friendly purchases. To facilitate a shift towards more sustainable fashion consumption if this is desirable, providing clear information about the environmental and the social impact of products and creating strong feelings, seems to be promising. The descriptive analysis of data collected from 97 consumers reveals that although most consumers claim to be knowledgeable about sustainability-related issues, they lack precise and accurate knowledge on aspects linked to the sustainable supply chain, including fabric, materials, recycling, or re-use of fashion items. Women appear to be more knowledgeable about this topic than men, but men are willing to pay a higher price for fast fashion brands that reflect their moral values.
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EThOS - Electronic Theses Online ServiceGBUnited Kingdo
Advertising overload. Communication overload. Information overload. We are now in an era where companies are increasingly finding it hard to get messages through to target audiences. This overload of advertising, communication, and... more
Advertising overload. Communication overload. Information overload. We are
now in an era where companies are increasingly finding it hard to get messages
through to target audiences. This overload of advertising, communication, and
information makes it difficult for audiences to pay attention to all these messages—
they are roughly all sending the same message. But what might make a
company’s message stand out in this overload? Good companies; that is, companies
that link up with good causes or promote sustainable products/services/ideas.
The articles put together for this special issue mainly deal with matters relating to
Societal Marketing, in industries varying from Tourism, to Sports, to Wine, and in
an international context with research carried out in Thailand, Italy, Portugal, and
Greece.
now in an era where companies are increasingly finding it hard to get messages
through to target audiences. This overload of advertising, communication, and
information makes it difficult for audiences to pay attention to all these messages—
they are roughly all sending the same message. But what might make a
company’s message stand out in this overload? Good companies; that is, companies
that link up with good causes or promote sustainable products/services/ideas.
The articles put together for this special issue mainly deal with matters relating to
Societal Marketing, in industries varying from Tourism, to Sports, to Wine, and in
an international context with research carried out in Thailand, Italy, Portugal, and
Greece.
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Traditional communication methods are increasingly more expensive and more complex, and make it harder to reach target audiences. Companies are now requiring more value out of their promotional efforts steering the way for new methods to... more
Traditional communication methods are increasingly more expensive and
more complex, and make it harder to reach target audiences. Companies
are now requiring more value out of their promotional efforts steering the
way for new methods to take center stage. Promotion using social media has
come a long way and has now become an established option. The articles
put together for this special issue mainly deal with matters relating to social
media. Specifically, three papers discuss cultural impact and social networks,
social network management, and web atmospherics. One of the papers also
investigates the importance of company reputation and another reviews how
success may be the outcome of a careful site location.
more complex, and make it harder to reach target audiences. Companies
are now requiring more value out of their promotional efforts steering the
way for new methods to take center stage. Promotion using social media has
come a long way and has now become an established option. The articles
put together for this special issue mainly deal with matters relating to social
media. Specifically, three papers discuss cultural impact and social networks,
social network management, and web atmospherics. One of the papers also
investigates the importance of company reputation and another reviews how
success may be the outcome of a careful site location.
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Technology is evident in all aspects of our lives today. In some areas and industries it is of paramount importance and substantial investments are made. In other areas, industries and even countries, technological aspects are still in... more
Technology is evident in all aspects of our lives today. In some areas and industries it is of paramount importance and substantial investments are made. In other areas, industries and even countries, technological aspects are still in their exploratory phase. Businesses must embrace new technologies and develop new business models in their quest to thrive in an ever changing and competitive environment. In the midst of the economic crises we need to find ways to be better, quicker, cheaper and more effective in business and to do this it is vital to introduce aspects of innovation. The articles in this special issue were presented, in earlier versions, at the 5th and 6th Euromed Annual Conferences which were held in Montreux (2012) and Estoril (2013) respectively.
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Communicating with prospects and customers is becoming increasingly chal- lenging . . . or is it? In the new era, marketing communication (MC) of brands and products may be becoming significantly easier, and in some instances cheaper,... more
Communicating with prospects and customers is becoming increasingly chal-
lenging . . . or is it? In the new era, marketing communication (MC) of brands
and products may be becoming significantly easier, and in some instances
cheaper, more targeted and more interactive. New forms of communica-
tion and new research into existing forms of communication may enable
companies to more effectively and efficiently communicate with their audi-
ence. The articles put together in this special issue which deal with issues
relating to sports marketing communications, communications via social me-
dia and branding communications have been chosen from accepted papers
presented during the 4th Euromed Conference held in Crete in 2011.
lenging . . . or is it? In the new era, marketing communication (MC) of brands
and products may be becoming significantly easier, and in some instances
cheaper, more targeted and more interactive. New forms of communica-
tion and new research into existing forms of communication may enable
companies to more effectively and efficiently communicate with their audi-
ence. The articles put together in this special issue which deal with issues
relating to sports marketing communications, communications via social me-
dia and branding communications have been chosen from accepted papers
presented during the 4th Euromed Conference held in Crete in 2011.
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Among the various technological trends of today, social media is considered to be a notable riser. People seem to greatly favour the power of interaction and content creation. Companies can, with the use of Web 2.0 technologies, directly... more
Among the various technological trends of today, social media is considered to be a notable riser. People seem to greatly favour the power of interaction and content creation. Companies can, with the use of Web 2.0 technologies, directly ‘speak’ with each and every one among their audience, and customers and/or prospects can even assist in the production process. The possibilities may be endless – however, for many companies these possibilities may seem overwhelming. As more research is carried out in this area, companies may slowly start to perceive it as less threatening and more approachable. The articles in this special issue mainly deal with research on social media and have been chosen from accepted papers presented during the 4th Euromed Conference held in Crete in 2011.
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The internet may safely be regarded as one of the most important technological tools today. It has enabled companies to come closer to their consumers; consumers have benefited from the internet since they are now able to purchase from... more
The internet may safely be regarded as one of the most important technological tools today. It has enabled companies to come closer to their consumers; consumers have benefited from the internet since they are now able to purchase from home, gather information with the click of a button, and engage in social behaviour. However, moving from just a ‘buzz word’, internet marketing calls for careful consideration, strategic planning, and hence research in order to live up to its expected benefits. The articles in this special issue have been chosen from accepted papers presented during the 3rd Euromed Conference held in Cyprus in 2010. This special issue consists of five papers (four empirical and one conceptual) and findings from Portugal, Korea, Turkey, USA, Cyprus, Portugal and India are presented.
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This research proposes a contemporary higher education student-choice model for developed countries through a contingency methodological route. The research initially utilizes existing models, interrelating them and distilling the... more
This research proposes a contemporary higher education student-choice model for developed countries through a contingency methodological route. The research initially utilizes existing models, interrelating them and distilling the important parameters affecting student behavior, to develop an integrated preliminary generic higher education student-choice model. Subsequently, refinement and conceptual development of the preliminary model takes place through an extensive literature review of generic developed-country consumer behavior theories. These theories provide the practical and theoretical parameters that stipulate and regulate the environmental and behavioral context of developed-countries' student choice. They combine with the preliminary model to produce a contemporary higher education student-choice model for developed countries and to accordingly recommend a new higher-education-institutions' marketing direction and approach.