The line between social media and e-commerce is rapidly disappearing. What began as a space for communication, content sharing and community building has evolved into a powerful commercial ecosystem where discovery, engagement and purchasing increasingly happen within the same platform.
As consumer behaviour continues to shift, social commerce is redefining the way products are discovered, brands are evaluated and purchasing decisions are made. Trust is no longer built solely through traditional advertising; it is increasingly driven by customer reviews, creator recommendations, live experiences and authentic user-generated content. In response, brands are investing in seamless digital experiences that integrate content, community and commerce into a single customer journey.
These developments will be the focus of a keynote presentation by Clive Roach, titled “The Social Commerce Revolution: Where Attention Becomes Checkout,” at the 23rd Marketing, Advertising, Media & Communication Conference, which will take place on 19 June 2026 at the Hilton Nicosia.
During his presentation, Roach will examine how platforms such as Instagram, Facebook and emerging live-commerce channels are transforming into end-to-end shopping environments. The session will explore the growing role of shoppable content, user-generated content and creator-led influence in driving product discovery, consumer engagement and sales conversion.
A key part of the discussion will focus on the trust factors shaping modern purchasing behaviour, including reviews, creator credibility, social proof and authenticity—elements that have become increasingly important in today's digital marketplace.
With more than 15 years of experience in social media marketing, Clive Roach has developed international digital strategies for leading organisations across the healthcare and technology sectors. Today, he works as an independent social media consultant, helping brands accelerate growth through content strategy, AI-integrated planning, community building and paid media activation.
Attendees will gain practical insights into designing frictionless shopping journeys and integrating social platforms with CRM systems, loyalty programmes and broader retail strategies to create more connected customer experiences.
The Conference
Held under the theme “Generation Social,” this year's conference will explore how different generations—from Gen Alpha and Gen Z to Millennials, Gen X and Baby Boomers—engage with social platforms and how these interactions influence consumer behaviour, brand loyalty and business strategy.
The conference will examine the evolution of social media from a communications channel into a powerful driver of influence, commerce, customer engagement and trust. It will also explore why understanding platform culture has become a strategic leadership priority rather than solely a marketing function.
Conference Agenda
The programme will feature keynote presentations and panel discussions addressing the trends currently shaping the media and marketing landscape. Topics include the dominance of short-form video, the growth of the creator economy, the influence of content creators on purchasing decisions, emerging content strategies and the challenge of converting audience attention into measurable business outcomes.
The agenda will also address the expectations and behaviours of a new generation of professionals who have grown up in a social-first environment, as well as the need for organisations to operate with greater speed, authenticity and cultural awareness in an increasingly connected world.
Specialised discussions will examine how different generations of consumers in Cyprus use social platforms, how purchasing decisions are influenced online and the common mistakes brands continue to make when attempting to build meaningful connections with their audiences.
In addition, the conference will explore the allocation of marketing budgets in the digital era, including the competition among TikTok, Instagram, Facebook and YouTube, the balance between paid, organic and creator-led content, and the channels that deliver measurable return on investment.
Who Should Attend
The 23rd Marketing, Advertising, Media & Communication Conference is designed for:
• Chief Marketing Officers (CMOs) and Marketing Directors
• Marketing Managers and Digital Marketing Leaders
• Brand Managers and Product Marketing Executives
• CEOs, General Managers and Sales Directors
• Communications and Public Relations Professionals
• Media Executives and Advertising Agencies
• Agencies, Consultants and Strategists
• Social Media Professionals and Influencer Marketing Specialists
• Content Creators and Digital Innovators
• Professionals working across media, communications, marketing and the digital economy
To register click here.
Information
Sponsors: ECOMMBX, IMR/University of Nicosia, Mastercard, OnlySEO
Coffee Sponsor: Kawacom
Organizer: IMH
With the Support of: Cyprus Advertisers Association, SDEK
Community Partner: TechIsland MarComms Community
Communication Sponsors: Alpha TV Cyprus, Cyprus Business News, GOLD magazine, IN Business magazine, REPORTER portal, SuperFM
For more information, participation fees, and registrations, please contact IMH:
T: +357 77777741
You may also visit: www.imhbusiness.com
