Student Services
Graduates
Erasmus+
SEARCH

Livas Christos

Faculty
Emeritus Professors
Honorary Professors
Honorary Doctors
Teaching Associates
Senior Teaching Fellows
Special Technical - Laboratory Staff
Retired Faculty
Title:
Associate Profesor
Office
439 (Main Building)
E-mail:
Short CV

Christos Livas is an Associate Professor of Marketing in the Department of Business Administration at the University of Piraeus. He holds a degree in Economics from the University of Piraeus and a Master of Business Administration (MBA) with a specialization in Marketing from Cardiff Business School, where he was awarded the academic excellence prize "Sir Julian Hodge" in Marketing Management. Furthermore, he holds a Postgraduate Professional Diploma in Taxation from ALBA Graduate Business School and a PhD in Advertising from the Department of Business Administration at the University of Piraeus. He has taught courses in the fields of marketing and research methodology as an Assistant Professor at the University of Patras, an Academic Fellow at the University of Piraeus, and as an associate educational faculty member at the Hellenic Open University. Additionally, he has previously taught in post-secondary institutions in Greece and Cyprus, participated as a researcher in European Commission projects, worked as a business consultant, and served in the Ministry of Finance. His published work includes articles in international conference proceedings and peer-reviewed academic journals such as the Journal of Macromarketing, International Journal of Internet Marketing and Advertising, International Journal of Technology Marketing, Annals of Tourism Research Empirical Insights, Higher Education, Skills and Work-Based Learning, and Education and Information Technologies. His current research interests focus on advertising, digital marketing, social and macro-marketing, tourism, higher education, and entrepreneurial orientation.

Teaching
  1. New Digital Media and Marketing
  2. Consumer Behaviour
  3. Advertising and Public Relations
  4. Services Marketing
  5. Green Marketing & Green Washing
 
Publications
 

Peer Reviewed Papers in Academic Journals

  1. Skotis, A. & Livas, C. (2024). Prominent User Segments in Online Consumer Recommendation Communities: Capturing Behavioral and Linguistic Qualities with User Comment Embeddings. Information, 15(6), 356. https://doi.org/10.3390/info15060356 [Scopus CiteScore 2023 = 6,9; SJR 2023 = 0,7, Q2 (Information Systems); Directory of Open Access Journals (DOAJ) List]
  2. Karali, N., Livas, C., & Theofanidis, F. (2024) Perceived Technological Innovativeness, Entrepreneurial Proactiveness, and Performance in Established Women-Led Companies. Journal of Women's Entrepreneurship and Education. https://doi.org/10.28934/jwee24.12.pp207-226 [Scopus CiteScore 2023 = 2,1; SJR 2023 = 0,3, Q2 (Gender Studies); Directory of Open Access Journals (DOAJ) List]
  3. Karali, N., Mastrokoukou, S., & Livas, C. (2023). Mindful Minds and Entrepreneurial Spirits in Higher Education: A Scoping Review. Frontiers in Education, 3, https://doi.org/10.3389/feduc.2023.1291845 [Scopus CiteScore 2023 = 2,3; SJR 2023 = 0,63, Q2 (Education); Directory of Open Access Journals (DOAJ) List]
  4. Pappa, E., Kontogeorgis, G., Livas, C., & Garefalakis, A. (2023). Tourism Management during Covid-19 Era: Evaluating Corfiots’ Perceptions. Theoretical Economics Letters, 13, 1060-1078. https://doi.org/10.4236/tel.2023.134058 [2021 ABS List: 1*]
  5. Livas, C., Theofanidis, F., & Karali, N. (2023). Consumer sentiment towards international activist advertising, Innovative Marketing, 19(2), 250-260. https://doi.org/10.21511/im.19(2).2023.20 [Scopus CiteScore 2023 = 2,4; SJR 2023 = 0,27, Q3 (Marketing); Directory of Open Access Journals (DOAJ) List]
  6. Skotis, A, Morfaki, C., & Livas, C. (2023). Identifying drivers of evaluation bias in online reviews of city destinations, International Journal of Information Management Data Insights, 3(2), 100184 https://doi.org/10.1016/j.jjimei.2023.100184 [Scopus CiteScore 2023 = 19,2; SJR 2023 = 2,14, Q1 (Artificial Intelligence; Management Information Systems); Directory of Open Access Journals (DOAJ) List]
  7. Kontogeorgis, G., Livas, C., & Karali, N. (2022). Strategic Analysis of Mediterranean Island Destinations: The Case of Corfu. Journal of Environmental Management and Tourism, (Volume XIII, Fall), 6(62): 1525-1533. https://doi.org/10.14505/jemt.v13.6(62).01 [Scopus CiteScore 2022 = 1,9; SJR 2022 = 0,20, Q4 (Tourism, Leisure and Hospitality Management); Directory of Open Access Journals (DOAJ) List].
  8. Giannopoulos, A., Livas, C., Simeli, I., & Achlada, C. (2022). Is destination image Instagrammable? Visit intentions and value co-creation through social media content. International Journal of Technology Marketing, 16(4): 349-369. https://doi.org/10.1504/IJTMKT.2022.10046872 [2021 ABS List: 1*; Scopus CiteScore 2022 = 1,4; SJR 2022 = 0,23, Q3 (Marketing)]
  9. Skotis, A & Livas, C. (2022). A data-driven analysis of experience in urban historic districts. Annals of Tourism Research Empirical Insights, 3, https://doi.org/10.1016/j.annale.2022.100052 [Scopus CiteScore 2022 = 2,7; SJR 2022 = 1,1, Q1 (Tourism, Leisure and Hospitality Management) / Q2 (Marketing); Directory of Open Access Journals (DOAJ) List]
  10. Livas, C. & Karali, N. (2022). Examining the Concurrent Impact of Teaching and Assessment Format on Undergraduate Students' Academic Performance in Marketing. Higher Education, Skills and Word-Based Learning, 13(4): 758-771. https://doi.org/10.1108/HESWBL-02-2022-0039 [2021 ABS List: 1*; Scopus CiteScore 2022 = 3,2; SJR 2022 = 0,44, Q2 (Education)]
  11. Livas, C., Karali, N., & Tzora, V. (2022). Migration and Crime in Greece: Implications for Entrepreneurship, Financial Literacy and Social Marketing Initiatives. Journal of Identity and Migration Studies, 16(1): 67-81. http://www.jims.e-migration.ro/Vol16_No1_2022/JIMS_Vol16_No1_2022_pp_67_81_LIVAS.pdf [Directory of Open Access Journals (DOAJ) List]
  12. Livas, C. & Skotis, A. (2022). Factors Affecting the Impact of Text Message Advertising. International Journal of Internet Marketing and Advertising, 16(3): 230-256. https://doi.org/10.1504/IJIMA.2022.10046218 [2021 ABS List: 1*; Scopus CiteScore 2022 = 1,5; SJR 2022 = 0,25, Q3 (Marketing)]
  13. Livas, C., Skarparis, E. & Skotis, A. (2022). Consumer Reliance on Alternative Digital Touchpoints throughout the Buying Process. Expert Journal of Marketing, 10(1):1-10. https://marketing.expertjournals.com/23446773-1001/ [Directory of Open Access Journals (DOAJ) List]
  14. Livas, C. (2021). The Powers and Perils of Societal Advertising. Journal of Macromarketing, 41(3): 454-470. https://doi.org/10.1177/0276146720978261. [2021 ABS List: 2*; Scopus CiteScore 2021 = 3,8; SJR 2021 = 1,14, Q2 (Marketing)]
  15. Livas, C., Katsanakis, I. & Vayia, E. (2019). Perceived Impact of BYOD Initiatives on Post-secondary Students' Learning, Behaviour and Wellbeing: The Perspective of Educators in Greece. Education and Information Technologies, 24(1): 489-508. https://doi.org/10.1007/s10639-018-9791-6 [Scopus CiteScore 2019 = 3,6; SJR 2019 = 0,78, Q1 (Education)]
  16. Theofanides, P. & Livas, C. (2007). The Battle of Marathon: Strategic STP in Ancient and Modern Greece – A Case Study. Innovative Marketing, 3(4): 95-106. [Scopus; Directory of Open Access Journals (DOAJ) List]

Participation in Peer Reviewed Conferences

  1. Karali, N., Livas, C., Theofanidis, F., Agapitou, C. & Skotis, A. (2024). Exploring the Impact of Proactiveness, Innovativeness, and International Scope on Economic Performance. Presented at the 19th International Strategic Management Conference, Kuwait City, Kuwait [Abstract].
  2. Karakostas, E., Pollalis, Y.A., Livas, C. & Karali, N. (2024). Introducing a Composite Index of Digital Export Performance. Presented at 49th EBES Conference, Piraeus, Greece [Abstract].
  3. Karali, N., Livas, C. & Theofanidis, F. (2024). Technological Innovation, Entrepreneurial Proactiveness and Performance: The Perspective of Female Executives. Proceedings, 101(3). https://doi.org/10.3390/proceedings2024101003 Presented at the International Scientific Conference on Digitalization, Innovations & Sustainable Development: Trends and Business Perspectives, West Mishref, Kuwait, 29 November & 14 December 2023 [Extended Abstract].
  4. Livas, C., Theofanidis, F., Skotis, A., & Agapitou, C. (2024). Social Media Use, Value Consciousness and Brand Relationships. Proceedings, 101(6). https://doi.org/10.3390/proceedings2024101006 Presented at the International Scientific Conference on Digitalization, Innovations & Sustainable Development: Trends and Business Perspectives, West Mishref, Kuwait, 29 November & 14 December 2023 [Extended Abstract].
  5. Skotis, A. & Livas, C. (2023). Forms of Bias in Online Reviews and their Implications for Management of Customer Knowledge: A Literature Review. Presented at the International Scientific Conference on Digitalization, Innovations & Sustainable Development: Trends and Business Perspectives, West Mishref, Kuwait, 29 November & 14 December 2023 [Extended Abstract].
  6. Livas, C., Komninou, M. & Dragotis, E. (2023). Perceived Usefulness and Belief in Digital Advertising Claims. Proceedings of the 14th European Marketing Academy Regional Conference, Piraeus, Greece [Short Paper].
  7. Komninou, M., Livas, C. & Dragotis, E. (2023). Investigating the Relationship between Perceived CSR Adoption, Cost and Price Markup. Proceedings of the 14th European Marketing Academy Regional Conference, Piraeus, Greece [Short Paper].
  8. Livas, C., Pajollari, A. & Karali, N. (2023). Compulsive Buying and Beliefs about Digital Advertising. Proceedings, 85 (12). https://doi.org/10.3390/proceedings2023085012 Presented at the Digital Transformation in Business: Challenges and New Opportunities, West Mishref, Kuwait, 17 November 2022. [Extended Abstract].
  9. Livas, C., Kyriakou, M. & Zisimopoulou, K. (2022). Consumer Attitudes towards Brand Activism. Proceedings of the 13th European Marketing Academy Regional Conference, Kaunas, Lithuania [Abstract].
  10. Livas, C. & Karali, N. (2021). Migration and Crime in Greece: Implications for European Policy regarding Migrant Entrepreneurship and Social Marketing. Proceedings of the International Online Conference on International Economic Organisations and Migration Policy, Piraeus, Greece [Abstract].
  11. Giannopoulos, A., Livas, C. & Achlada, E. (2021). Is Destination Image Instagrammable? Co-creating value through Social Media Content. Book of abstracts of the 4th Tourman 2021 Conference - Restarting tourism, travel and hospitality: The day after, Thessaloniki, Greece [Extended Abstract].
  12. Kouremenos, A., Livas, C. & Tsogas, M. (2016). Advertising Messages Before and During the Economic Recession in Greece. Proceedings of the Global Marketing Conference. Hong Kong, China. http://dx.doi.org/10.15444/GMC2016.12.02.05 [Short Paper].
  13. Livas, C., Tsogas, M. & Lionis, I. (2014). Message Strategies of Award-Winning Marketing Communications in Europe. Proceedings of the 43rd European Marketing Academy Conference, Valencia, Spain [Short Paper].
  14. Livas, C., Kouremenos, A., Tsogas, M. & Papastathopoulou, P. (2013). Changing Economic Conditions and Advertising Message Adaptation. Proceedings of the 4th European Marketing Academy Regional Conference, Saint Petersburg, Russia [Short Paper].

Peer Reviewed Chapters in Books

  1. Kontogeorgis, G., Livas, C., Koutoulas, D., Pappa, E. & Garefalakis, A. (2024). Tourist Satisfaction and Sustainable Tourism Governance in Mediterranean Island Destinations: The Case of Corfu. In S. Ed-Dafali, F. Özsungur & M. Mohiuddin (Eds.), Modern Corporate Governance Strategies for Sustainable Value Creation. IGI Global. https://doi.org/10.4018/979-8-3693-6750-6
  2. Skotis, A., & Livas, C. (2024). Forms of Bias in Online Reviews and their Implications for Management of Customer Knowledge: A Literature Review. In A. Erturk, S.E. Colbran, E. Coşkun, F. Theofanidis & O. Abidi (Eds.), Convergence of Digitalization, Innovation, and Sustainable Development in Business (pp. 206-236). IGI Global. https://doi.org/10.4018/979-8-3693-0798-4.ch010
  3. Theofanides, P. & Livas, C. (2010). A Comparative Analysis of Segmentation, Targeting and Positioning in the Greek Banking Sector: The Cases of EFG Eurobank Ergasias and Citibank. Essays in Honour of Professor Petros Livas – University of Piraeus, 699-717
Office Hours

The office hours for the spring semester 2024-2025 are:

  • Monday: 13:00 - 15:00
  • Wednesday: 12:00 - 14:00
Full CV

For the full CV click here.

ADDRESS

80 Karaoli & Dimitriou st
18534, Piraeus

CONTACT PHONES

(+30) 210 4142115 (+30) 210 4142110 (+30) 210 4142113