The Impact of the COVID-19 Pandemic on Social Media Promotion Strategies of Companies in Romania - Theoretical Aspects

Barbu Lucia – Nicoleta, Orzan Mihai Cristian, Ciocodeica David Florin and Orzan Olguta Anca
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Barbu Lucia – Nicoleta: Bucharest University of Economic Studies, Romania
Orzan Mihai Cristian: Bucharest University of Economic Studies, Romania
Ciocodeica David Florin: Bucharest University of Economic Studies, Romania
Orzan Olguta Anca: Carol Davila University of Medicine and Pharmacy

REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, 2023, vol. 24, issue 5, 736-744

Abstract: The COVID-19 pandemic has been an unprecedented challenge for the whole world, including the business environment. In the context of imposed restrictions and changes in consumer behavior, companies have had to re-evaluate their promotion strategies and adapt to the new conditions imposed by the pandemic. A key aspect of this adaptation process was the intensive use of social media platforms to promote products and services. In this paper, we aim to analyze the impact of the COVID-19 pandemic on the ways of social media promotion used by Romanian companies. We will examine the changes in promotion strategies, the adaptations to messages and content, as well as new techniques and promotion channels adopted in the context of the pandemic. The aim is to understand how Romanian companies have responded to the challenges of the pandemic through social media and to identify emerging trends in this field. To achieve this goal, we will use a research-based approach, combining primary and secondary data.

Keywords: COVID-19; social media; social media promotion; Romanian companies; digital marketing; promotion strategies. (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:rom:rmcimn:v:24:y:2023:i:5:p:736-744

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