American Marketing Association Servsig Conference ’14

12 Ιον.


Tomorrow, AMA Servsig Conference kicks off in Thessaloniki and we are presenting the following papers: «CSR in the Banking Sector. Asset or Liability?»* & » ‘Occupy’ Facebook: Social Media facilitating Political Movements» **

The purpose of the first paper is to investigate the role of CSR in producing business benefits for companies under an economic turmoil. When the global economic crisis hit Greece, most major companies found themselves in an environment of distrust and animosity on behalf of the people. Notably, customers’ hostility against banks rose significantly. Yet, the banking industry was one of the few, if not the only, sectors that remained profitable. Given that banks are typically characterized by well-organized and powerful CSR efforts, the above controversy provides an interesting new landscape to the study of CSR practices. This study adds to the growing literature examining CSR under the effect of the economic crisis by contrasting the views of CSR managers against those of their customers.

The second paper examines the role of social media in the emergence of «Occupy Athens» political movement in Greece, during the financial crisis.  In an age of information technology, the identity and the development of a social phenomenon often emerges in social media. In the frame of the recent global financial crisis, strong political movements evolved around the Mediterranean Sea, claiming political changes. The international interactive platform of social media was positioned by the traditional media as the soil on which social dialogue and unity were cultivated in advance of political movements’ appearance. As the phenomenon approached Greece, under the name «Occupy Athens», opportunity arose to explore the opinions of actual members of the movement for the role of social media in it.

The results of the aforementioned studies will be discussed on Sunday 15th of June at the American Marketing Association Conference Servsig 2014.

*Co-authored paper with Solon Magrizos, Ph.D. Candidate, Athens University of Economics & Business & Georgios Halkias, Ph.D. Candidate, Athens University of Economics & Business.

**Co-authored paper with Maria Psimouli, Ph.D. Candidate, Athens University of Economics & Business & Professor George J. Avlonitis, Athens University of Economics & Business.



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