A BRIEF ANALYSIS OF SOCIAL MEDIA BRAND CONTENT AND STRATEGY DURING THE COVID-19 PANDEMIC

Andra Modreanu and Sorin-George Toma
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Andra Modreanu: THE BUCHAREST UNIVERSITY OF ECONOMIC STUDIES
Sorin-George Toma: FACULTY OF BUSINESS ADMINISTRATION, UNIVERSITY OF BUCHAREST

Annals - Economy Series, 2023, vol. 1, 234-239

Abstract: COVID-19 has had a profoundly negative impact on society and the worldwide economy. Due to this severe health catastrophe, businesses and schools were closed, and the government issued lockdowns and "stay at home" advisories. As the illness spread, customers began to spend more time at home and make online purchases. The use of technology, media, and social media has increased as a result of this collective trauma. By spending more time on social media, many people attempted to overcome the effects of lockdown and social isolation. This paper aims to develop an understanding of how the social media communication strategy of companies has been changed during the COVID-19 pandemic. The research methodology was based on the collection of secondary data and qualitative analysis of several business practices in terms of social media use during the COVID-19 pandemic. The results sustain that even during the COVID-19 pandemic, several companies managed to engage with their consumers through the use of social media platforms, namely Facebook and Instagram, in a creative and innovative manner.

Keywords: brands; social media; strategy; communication; COVID-19 pandemic (search for similar items in EconPapers)
Date: 2023
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