E-marketing and Online Advertising: Case Study in Greek Companies during Economic Crisis

The purpose of this paper is the studying of the effects (the impact) on online advertising at the online consumers in the economic crisis of Greek market. The tool for recording and evaluating of the impact between the Online Advertising and online marketing was a closed-ended questionnaire The information were collected by the use of social media. To extract useful results we have made statistical analysis of collected data, which held at the beginning of Economical year of 2016. We have also implemented appropriate Machine Learning techniques through the use of classification algorithms, clustering and correlation analysis in order to produce inference rules. For the implementation of the Machine Learning techniques we have used the open source software Machine Learning and Data Mining Code R. Two are the basics scopes about that: Firstly, we want to evaluate the significance of exported rules / conclusions and secondly, we want to display the results in a user friendly environment to the final user.