Social Media Marketing Channels and Communication: COVID-19 Pandemic Perspective

Priyanka Chadha, Etinder Pal Singh, Babita Yadav and Raghavan Srinivasan
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Priyanka Chadha: Research Scholar, School of Commerce & Management Studies, Central University of Himachal Pradesh, Dharmshala
Etinder Pal Singh: Apeejay School of Management, Delhi
Babita Yadav: Department of Business Management, Doctor Harisingh Gour V.V, Sagar (A Central University)
Raghavan Srinivasan: Research Scholar (AIMA-AMU) and Visiting Professor

Acta Universitatis Bohemiae Meridionalis, 2021, vol. 24, issue 3, 107-118

Abstract: This study is relevant because it provides a better viewpoint on the adaptability of social media marketing channels during the COVID-19 pandemic. This study describes how during the pandemic, social media marketing channels help the businesses and service sector to reach their target audience. How the nature of social media marketing changed and usage of that changed nature in the profile and successful marketing channels. The methodology followed in this research paper is based on a literature review and insights from other secondary resources for the increase in usage of social media tools during COVID-19. Small cases have also been used to highlight the usage of social media in the education industry. The findings of this study suggest that the usage of social media tools turned to be more formal during COVID-19, and it helped all the industries in establishing good communication. It is true that the overall use of social media tools has increased during COVID-19.

Keywords: Social media tools; Communication; COVID-19; Technology; Management; Marketing (search for similar items in EconPapers)
JEL-codes: M00 M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:boh:actaub:v:24:y:2021:i:3:p:107-118

DOI: 10.32725/acta.2021.015

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