Customer Persuasion and Branding Through Digital Communication During Covid-19

Zurabi Jankhoteli ()
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Zurabi Jankhoteli: East European University

A chapter in Digital Management in Covid-19 Pandemic and Post-Pandemic Times, 2023, pp 35-46 from Springer

Abstract: Abstract Nowadays Covid-19 became the biggest challenge for the branding. The communications between customer and the brand were disturbed by the global pandemic. Because of massive lockdowns, the use of traditional marketing tools by companies to communicate with customers has become ineffective. It should be mentioned that, if well-known model of customer persuasion AIDA model (Attention, Interest, Desire, Action) will be shifted to the digital space, that could be beneficial to solve problems, which firms are facing due to a pandemic. The task of this scientific research is to analyze how well Georgian brands managed customer persuasion in the period of covid-19. This is the problem-solving research what has special methodology. The research expands two main stages. Stage one exploratory marketing research. Stage two descriptive marketing research. Stage number one includes literature review about brands and their customer persuasion. The AIDA model is considered as one of the best methods of communication, however, concepts such as cognitive and non-cognitive are introduced and separated in relation to this approach. The stage number two contains quantitative research of the customers how they are persuaded by companies and brands in Georgia. The following marketing research tools were used: (A) questionnaire for quantitative research. (B) Snowball method, which involves defining a selective set of numerically small groups. Statistical analyze of data through SPSS, also the answers to the open-ended question were processed by using MAXQDA. Expected outcomes will be information how digital channels of communication impacts on customer perception and loyalty to brands. The study can be the theoretical foundation of digital perception for Businessman’s and marketers. To take in to the consideration all above-mentioned factors this study can be beneficial to identify factors influencing customers in the period of covid-19.

Keywords: Branding; Covid-19; Marketing; Management; Customer (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-20148-6_5

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DOI: 10.1007/978-3-031-20148-6_5

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