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The University of Southampton
Winchester School of Art

Maximizing the Effectiveness of Digital Platforms Seminar

16:00 - 17:30
9 March 2016
Harvard Suite (Room Number 3032), WSA

For more information regarding this seminar, please email John Armitage at .

Event details

Web and mobile platforms have become major outlets for e-commerce and m-commerce as well as branding and marketing to consumers. Considering the impact of different digital channels on consumers’ purchasing behaviour, this talk focuses on the differentiating role of social and psychological factors on consumers purchasing behaviour in web and mobile platforms. Findings from an experimental study involving actual purchase behaviour demonstrate that psychological factors moderate the relationship between intentions and actual purchase behaviour. Implications to managers are discussed.

Speaker information

Eirini Bazaki , WSA. Eirini Bazaki teaches on the MA Fashion Marketing and Branding and is the Design 2: Strategic Marketing Module Convener. Eirini is a Fellow of the Higher Education Academy and holds a PhD in Marketing from the University of Glasgow. Her recent work includes "The Value of Brand Relationships in Creative Industries" (10th Global Brand Conference, 2015), “Brand Extensions and the S-D Logic: The Effects of Co-Creative and Relational Elements on Brand Extension Acceptance" (EMAC, 2014), A Relational Model of Luxury Fashion Brand Extensions" (INTERREG, 2014), “Chinese Customers Preferences towards different types of Location Based Advertising” (INTERREG, 2014). Eirini is particularly interested in the areas of branding, relationship and digital marketing.

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