As product discovery increasingly begins on platforms such as TikTok and Instagram, digital creators are becoming more influential than traditional advertising in shaping consumer behaviour. At the same time, trust has emerged as a critical driver of purchasing decisions.
What prompts consumers to stop scrolling, engage with a message, and ultimately make a purchase? This question will be at the heart of the presentation, “Trust, Influence & Checkout: The New Rules of Social Media in Cyprus,” at the upcoming 23rd Marketing, Advertising, Media & Communication Conference.
The session will examine the evolving relationship between attention, influence and commercial decision-making in an environment where social media has become far more than a communication channel-it is now a key driver of discovery, engagement and consumption.
Drawing on new findings from IMR/University of Nicosia™, the research will map the contemporary consumer journey in Cyprus. It will explore how influence is increasingly shaped by content, communities and algorithms, while the rise of artificial intelligence introduces new challenges around authenticity and credibility. The study will also demonstrate how a single review or customer experience can significantly strengthen—or erode—trust in a brand.
The presentation will provide valuable insights into how consumers in Cyprus move from inspiration to purchase, revealing the factors that determine which brands capture attention and which succeed in building lasting trust.
The Conference
Under the theme "Generation Social," this year's conference will explore how every generation—from Gen Alpha and Gen Z to Millennials, Gen X, and Baby Boomers—engages daily through social platforms, shaping purchasing behaviors, brand loyalty, and business strategies.
The conference will examine how social media has evolved from a communication channel into a powerful engine for influence, commerce, customer engagement, and trust-building. It will also highlight why understanding platform culture has become a leadership imperative rather than simply a marketing concern.
This year’s agenda
The programme features keynote presentations and panel discussions addressing the most significant trends shaping today's media and marketing landscape.
Key topics include the dominance of short-form video, the rise of the creator economy, the growing influence of creators and influencers on purchasing decisions, emerging content production strategies, and the challenge of transforming audience attention into measurable business value.
The agenda will also explore the emergence of a new generation of professionals who live and work within social ecosystems, as well as how organizations must adapt by operating with greater speed, authenticity, and cultural intelligence in an increasingly connected environment.
Specialized discussions will focus on how different consumer generations 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.
Another major theme will be the allocation of marketing budgets in the new digital economy, including the competition among TikTok, Instagram, Facebook, and YouTube; the balance between paid, organic, and creator-led content; and where measurable return on investment is being generated today.
Audience
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 professionals
• Agencies, consultants, and strategists
• Social media and influencer marketing specialists
• Content creators and digital innovators
• Professionals working across media, communications, marketing, and the digital economy
For the conference programme, click here.
To register, click here.
Information
Sponsors: ECOMMBX, IMR/University of Nicosia, Mastercard, OnlySEO, Webarts
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
