Exploring Instagram and Youtube Data to Extract User Insights: The Greek Paradigm.

In an era when the word “digital” is more significant than ever, companies, following the boom of social media platforms, are giving up traditional advertising practices and use new policies of diffusion for engaging potential customers online. This shift encapsulates numerous modern marketing strategies, with the most popular one being influencer marketing, which forms the subject of our research. In more detail, for the work presented in this paper, tools and techniques were used to scrape public Instagram and YouTube profiles and collect data uploaded by users during 2020. This data was explored and analyzed in order to extract information concerning the digital behaviour and preferences of the Greek Instagram and YouTube communities, the activity of Greek companies on social media, as well as the social and commercial impact of the emerging COVID-19 pandemic during 2020 on Greek users’ digital behaviour. The work presented in this paper is an extension of our work in [32] and is the first study in the literature to perform an analysis on the behaviour of the Greek community of the two aforementioned social media platforms.