Overview
Where commerce meets the digital frontier
This research area investigates the strategies, technologies, and behaviours that define digital commerce and online marketing. We examine how organisations build competitive advantage through digital channels and how consumers make decisions in online environments.
Our work combines empirical consumer research, platform analytics, and strategic management perspectives to produce insights applicable to e-commerce operators, digital agencies, and policy makers.
Consumer behaviour research
Understanding how digital touchpoints shape purchase intent, loyalty, and trust.
Platform & channel analytics
Data-driven evaluation of marketing channel effectiveness across the digital funnel.
Industry collaboration
Applied studies with Greek and European e-commerce businesses and digital agencies.
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What we study
Core Research Themes
Six themes spanning the full spectrum of digital commerce and marketing in the connected economy.
E-commerce Strategy & Online Retail
We study how retailers design, operate, and optimise their online stores and omnichannel strategies. Research covers pricing models, assortment planning, customer experience design, and the competitive dynamics of marketplace platforms such as Amazon and eBay.
- Omnichannel retail strategy and integration
- Online pricing, promotions, and dynamic discounting
- Marketplace vs. direct-to-consumer channel choice
- E-commerce internationalisation and cross-border trade
Digital Consumer Behaviour
We investigate the psychological, social, and contextual factors that influence how people search, evaluate, and purchase online. Our research draws on information-systems theory, behavioural economics, and consumer psychology to model decision-making in digital environments.
- Online trust, risk perception, and purchase intention
- Review and rating systems: influence and manipulation
- Mobile commerce adoption and usage behaviour
- Personalisation, recommendation systems, and privacy trade-offs
Social Media Marketing
We examine how brands use social platforms for awareness, engagement, and community building, and how consumers create and share content that shapes brand perceptions. Research includes influencer marketing effectiveness, social commerce, and organic vs. paid social strategies.
- Influencer marketing: reach, authenticity, and ROI
- User-generated content and brand co-creation
- Social commerce and in-app purchasing behaviour
- Platform algorithm changes and organic reach decline
Search, Content & SEO
We study how content strategy, search engine optimisation, and paid search advertising interact to drive qualified traffic and conversions. Research addresses both practitioner methodology and the underlying algorithmic and behavioural mechanisms.
- Search engine ranking factors and SEO effectiveness
- Content marketing strategy and audience development
- Pay-per-click campaign optimisation and bidding strategies
- Voice and visual search as emerging discovery channels
Marketing Analytics & Attribution
We develop and evaluate frameworks for measuring the effectiveness of digital marketing spend across channels, with particular attention to multi-touch attribution, customer lifetime value modelling, and the challenges posed by privacy regulation.
- Multi-touch attribution models and their limitations
- Customer lifetime value prediction and segmentation
- Marketing mix modelling in a cookieless environment
- Real-time bidding, programmatic advertising, and ad fraud
Platform Business Models & Digital Ecosystems
We analyse the structure and governance of digital platforms that mediate transactions between producers and consumers, examining network effects, platform envelopment, and the competitive strategies of both platforms and their participants.
- Two-sided market design and monetisation models
- Network effects, tipping points, and winner-takes-all dynamics
- Platform governance, moderation, and trust mechanisms
- Sharing economy platforms and peer-to-peer commerce
Interested in collaborating?
Whether you are a digital marketing practitioner, an e-commerce business, or a researcher, we would love to explore opportunities together.