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Adaptive Facebook Communication Of Orthodox Entities In Covid-19 Context

Author

Listed:
  • 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)

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.

Suggested Citation

  • Horatiu Vasile BORZA & Ionut Calin CAZAN & Smaranda Adina COSMA, 2022. "Adaptive Facebook Communication Of Orthodox Entities In Covid-19 Context," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    • Handle: RePEc:bbn:journl:2023_1_2_borza
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    File URL: https://tbs.ubbcluj.ro/RePEc/bbn/journl/Negotia_1_2023.pdf
    File Function: Revised version, 2023
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    More about this item

    Keywords

    religious communication; adaptive communication; Facebook; Orthodox; COVID-19;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z12 - Other Special Topics - - Cultural Economics - - - Religion
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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