ADAPTIVE FACEBOOK COMMUNICATION OF ORTHODOX ENTITIES IN COVID-19 CONTEXT

Horatiu Vasile Borza (), Ionut Calin Cazan () and Smaranda Adina Cosma ()
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Horatiu Vasile Borza: Doctoral School of Communication, Public Relations and Advertising, Babes-Bolyai University, Cluj-Napoca, Romania
Ionut Calin Cazan: Faculty of Business, Babeș-Bolyai University, Cluj-Napoca, Romania
Smaranda Adina Cosma: Faculty of Business, Babeș-Bolyai University, Cluj-Napoca, Romania

JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, 2022

Abstract: A generalized migration of the consumers to digital channels was observed during the COVID-19 pandemic situation. In this context, the purpose of the research was to analyze the online options the consumer of religious services had and the way Church adapted its communication at the new circumstances. Questions regarding the intensity of communication, posts’ type or frequency, and reactions were investigated through a longitudinal retrospective study focused on Facebook platform. More than 6,150 posts and 1.6 million reactions were included. Distinctive profiles were observed: monasteries vs. urban parishes vs. rural ones. The study suggests that the pattern of consumers’ reactions was influenced by the type of the posts. The impact that online messages have, advocates for a professional approach or support in communication. The results may serve as informational input for a future unitary communication strategy of religious entities.

Keywords: religious communication; adaptive communication; Facebook; Orthodox; COVID-19 (search for similar items in EconPapers)
JEL-codes: M31 O33 Z12 (search for similar items in EconPapers)
Date: 2022
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https://tbs.ubbcluj.ro/RePEc/bbn/journl/Negotia_1_2023.pdf Revised version, 2023 (application/pdf)

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