Dr. Theodore Tarnanidis
International Hellenic University, Thessaloníki, Kentrikí Makedonía, Greece
Marketing scholar, Adjunct Professor, Multi-cultural Marketi...
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Academic Career Length
11Years (2016-Present)
(Calculated once Scilit publication data is synced: current year − year of first publication + 1)
Representative Publications
View All Publications25 January 2017 in Journal of Business Ethics
Journal Article
Theodore TarnanidisJPJason Papathanassiou
Jason Papathanassiou
DSDemetres Subeniotis
Demetres Subeniotis
28 June 2024
Book Chapter
Theodore TarnanidisLGLampros Gkiouzepas
Lampros Gkiouzepas
Metaverse technologies have become ground-breaking tools, changing the way businesses interact with consumers and analyze their behavior. This research examines innovative Metaverse marketing strategies that focus on enhancing customer experiences and comprehending consumer behavior through cutting-edge technologies, platforms, and models. Businesses can create interactive and realistic experiences for their clients in a vibrant and immersive setting provided by the Metaverse. Companies can create virtual storefronts by utilizing VR and AR technologies, allowing customers to explore products and services in visually compelling ways. The chapter provides a summary of the origins of the metaverse in marketing, with further explanations about the immersive technologies employed in the creation of marketing strategies. The main trends and their implications are presented, along with a discussion of the current state of the art research in marketing, which was originally developed by the ‘father of modern marketing,' Philip Kotler.
17 May 2024
Book Chapter
Theodore TarnanidisAMArman Hadi Abdul Manaf
Arman Hadi Abdul Manaf
The objectives of this chapter are to explore some of the most critical trends that reshaping marketing and driving marketing practitioners, marketing education and academic research in marketing and consumer science to change radically the direction of how marketing must transform itself and foresee the future. The ongoing trends in marketing and consumer insights that are likely to shape the future the use of big data and analytics and AI technologies which transforming marketing strategies, enabling predictive analytics, chatbots for customer service, and personalized recommendations. These technologies are also enhancing consumer insights by processing vast amounts of data to uncover patterns and trends. These trends are likely to continue shaping the future of marketing and consumer insights, but it's essential for marketers to stay agile and adaptable in response to emerging technologies and shifting consumer behaviors.
1 August 2023
Book Chapter
Theodore TarnanidisEPEvridiki (Eurydice) Papachristou
Evridiki (Eurydice) Papachristou
Michail KarypidisVIVasileios Ismyrlis
Vasileios Ismyrlis
Social media is experiencing unprecedented success in terms of usage levels. They cause significant changes in the way people connect and communicate with each other, in the way they express themselves and share ideas, and even in the way they engage with products, brands, and organizations/companies. This research attempts to answer the following useful questions, all by examining the fashion industry and its presence on social media. To what extent does social media influence consumer purchasing behavior? Which social media is used the most? To what extent do so-called influencers influence purchasing decisions? How powerful and decisive is electronic word of mouth (eWOM) in influencing a consumer either positively or negatively? The conclusions will be drawn from the secondary research conducted.
11 September 2024
Conference Paper
ADAmalia Drakou
Amalia DrakouEPEvridiki Papachristou
Evridiki PapachristouTheodore TarnanidisNBNikolaos Bilalis
Nikolaos BilalisIn 3D design, digital models are created that can be manipulated in three dimensions to create realistic representations of objects and materials. Educational institutions have been increasing their integration of 3D design into fashion programs over the past decade, realizing its potential to enhance learning and better prepare students for industry demands. By scanning the relevant literature, we discovered how 3D design tools are used in fashion education to create detailed digital garments, virtual fittings, and realistic renderings. It can be argued that fashion education is being transformed by using 3D design tools to enhance students' skills and creativity. Prototyping and production can be significantly reduced in time and cost thanks to it. Promoting sustainable practices and reducing material waste. In a nutshell, 3D design integration in fashion education transforms traditional teaching methods, offering a more engaging and relevant learning experience. Fashion design courses equip students with essential skills, encourage innovation, and promote sustainable practices.
1 January 2022 in International Journal of Sustainable Entrepreneurship and Corporate Social Responsibility
Journal Article
Theodore TarnanidisThe current study aims to investigate the concept of sustainable entrepreneurship (SE) in the Greek domain for the food sector. The study is based upon the decomposition of the triple bottom line framework (TBL) that characterises entrepreneurs' behavioural goals and values (internal-external, social, environmental, and economic). Data were collected from 150 Greek food companies where managers were asked to rank the importance of 36 attributes that originated from the qualitative interviews and from the literature review findings. The authors found that the first three ranked variables in the ISE domain are the safety and hygiene issues, the continuous training, and job creation opportunities. Next, in the evaluation of the ESE part, entrepreneurs give great importance to the promotion of the local economy and to the betterment of humanity-life through promoting social change paradigms. In the ENE domain, food entrepreneurs produce products that have low-environmental impact, protect human rights, and use energy savings mechanisms.
About Me
Theodore Tarnanidis is a professiorial research fellow & marketing scholar, adjunct professor at the International Hellenic University and researcher in Applications of D.Sc. and MCDA. Theodore has six years experience as a marketing and decision making practitioner. He made his post-doc research in the area of sustainable entrepreneurship from the University of Macedonia. He obtained a Ph.D. from the University of London Met., UK. He received his M.B.A from Liverpool University, UK and is a graduate from the University of Macedonia (Business Administration) and Alexander Technological Educational Institute (Marketing). His research focuses on International Marketing, Multi-cultural Marketing, Business Marketing, Consumer science, Marketing Management, Methodology, Advanced Quantitative Methods, Decision Science, Multiple-Criteria Decision Analysis, Management of Education, Sustainable Entrepreneurship. His work has been published in various internationally renowned scientific conferences (Academy of Marketing, European Marketing Academy, PROMETHEE Days, Hellenic Operational Research) and in the Journal of Business Ethics, World Review of Entrepreneurship, Management and Sustainable Development, Journal of Retailing and Consumer Services, Current Issues in Tourism, Marketing Science & Inspirations, European Journal of Educational Management, Management Science Letters, Administrative Sciences and other journals. Email: tarnanidis@uom.edu.gr , tarnanidis@ihu.gr
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