Role of Social Media Influencers in Shaping Public Opinion and Consumer Behavior in Greece

Abstract

Purpose: The aim of the study was to role of social media influencers in shaping public opinion and consumer behavior in Greece
 Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
 Findings: In Greece, social media influencers play a significant role in shaping public opinion and consumer behavior. They have the power to sway public perception, with their content often influencing political attitudes, lifestyle choices, and purchasing decisions. Greek social media influencers are particularly effective in the beauty, fashion, and travel sectors, where they can impact consumer choices and trends.
 Unique Contribution to Theory, Practice and Policy: Social influence theory, two-step flow theory & selective exposure theory may be used to anchor future studies on role of social media influencers in shaping public opinion and consumer behavior in Greece. Brands and organizations in Greece should collaborate with local influencers who resonate with the target audience. Develop and implement a regulatory framework for influencer marketing in Greece. This framework should address issues such as transparency, disclosure, and truthfulness in influencer content.