How Does Social Media Marketing (SMM) Influence Marketing Performance Under Covid-19 Situation

Zihan Gao ()
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Zihan Gao: International Anglo - Chinese School

A chapter in Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), 2024, pp 86-94 from Springer

Abstract: Abstract This review deepens our understanding of how COVID-19’s mandated digital channel adaption has impacted social media marketing’s ability to build brand equity. We suggest a conceptual framework based on an extensive literature study that addresses the following research question: How does Social Media Marketing (SMM) influence marketing performance under Covid-19 situation? The study did a literature analysis that looked at numerous studies on customer engagement with SMM and marketing effectiveness. The exogenous variables were market strategy under covid-19 situation.

Keywords: media; market; Covid-19 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-246-0_10

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DOI: 10.2991/978-94-6463-246-0_10

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