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Christina Giakoumaki

Communication

BA, University of Piraeus; MA, Athens University of Economics and Business; PhD, Athens University of Economics and Business

Christina Giakoumaki is an Assistant Professor and Graduate Program Coordinator for the MA in Digital Communication &Social Media. Her research focuses on digital marketing, influencer effectiveness, and brand engagement across luxury and non-luxury sectors. She is currently working on audience engagement in luxury markets, branding strategies, and AI’s role in advertising effectiveness. Her past research includes big data analysis in influencer marketing and the impact of familiarity on brand preference. Dr. Giakoumaki’s work has been featured at major conferences such as AMA and ISMS Marketing Science and published in peer-reviewed journals like Psychology & Marketing and Journal of Economic and Administrative Sciences .She has also contributed to EU-funded projects, applying marketing research to cultural heritage and sustainable development

Selected Publications

  • Giakoumaki, C., & Siakki, M.L. (2025). [Title of contribution not finalized]. In R. El Khoury (Ed.), The Future of Work: How Technology is Transforming Jobs and Skills. Springer Nature Switzerland AG.
  • Giakoumaki, C. (2025). Influencer recognition and source credibility as determinants of consumer responses to social media content: An experimental study in luxury and non-luxury brands. In B. Alareeni & A. Hamdan (Eds.), Digital Disruption and Business Innovation: Navigating the New Technological Era (Lecture Notes in Networks and Systems). Springer Nature Switzerland AG.
  • Giakoumaki, C. & Siakki, M.L. (2024). Communicating Slow Fashion Values in a Fast Fashion World: Insights from Instagram Content Analysis. ICBT Oxford, University of Oxford.
  • Giakoumaki, C. (2024). Influencer recognition and source credibility as determinants of consumer responses to social media content: An experimental study in luxury and non-luxury brands. ICBT Oxford, University of Oxford.
  • Giakoumaki, C. (2024). The Impact of Perceived Gains and Credibility on Brand Perception in the Digital Fashion Market. Global Fashion Management Conference, Milan.
  • Giakoumaki, C., & Krepapa, A. (2024). Mediating Roles of Motivation in Influencer and User Impact on Fashion Brand Dynamics. AMA Summer Academic Conference, Chicago.
  • Giakoumaki, C. & Gunkel, J. (2024). Assessing the Impact of Verified Reviews on Consumer Trust and Pricing Dynamics: A Cross-Level Product Involvement Analysis. AMA Summer Academic Conference, Chicago.
  • Giakoumaki, C., & Krepapa, A. (2020). Brand engagement in self‐concept and consumer engagement in social media: The role of the source. Psychology & Marketing, 37(3), 457-465.
  • Baltas, G., & Giakoumaki, C. (2021). The structure of automotive nostalgia: A hedonic price analysis of classic car model value formation. Journal of Economic and Administrative Sciences.
  • Giakoumaki, C., Avlonitis, G., & Baltas, G. (2016). “Do Ingredient Ads Work? Some Evidence on their Impact”.Journal of Business and Industrial Marketing, vol. 31, issue 7, pp. 901-913. DOI: http://dx.doi.org/10.1108/JBIM-02-2015-0027