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A Brief Analysis Of Social Media Brand Content And Strategy During The Covid-19 Pandemic

Author

Listed:
  • ANDRA MODREANU

    (THE BUCHAREST UNIVERSITY OF ECONOMIC STUDIES)

  • SORIN-GEORGE TOMA

    (FACULTY OF BUSINESS ADMINISTRATION, UNIVERSITY OF BUCHAREST)

Abstract

COVID-19 has had a profoundly negative impact on society and the worldwide economy. Due to this severe health catastrophe, businesses and schools were closed, and the government issued lockdowns and "stay at home" advisories. As the illness spread, customers began to spend more time at home and make online purchases. The use of technology, media, and social media has increased as a result of this collective trauma. By spending more time on social media, many people attempted to overcome the effects of lockdown and social isolation. This paper aims to develop an understanding of how the social media communication strategy of companies has been changed during the COVID-19 pandemic. The research methodology was based on the collection of secondary data and qualitative analysis of several business practices in terms of social media use during the COVID-19 pandemic. The results sustain that even during the COVID-19 pandemic, several companies managed to engage with their consumers through the use of social media platforms, namely Facebook and Instagram, in a creative and innovative manner.

Suggested Citation

  • Andra Modreanu & Sorin-George Toma, 2023. "A Brief Analysis Of Social Media Brand Content And Strategy During The Covid-19 Pandemic," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 234-239, February.
    • Handle: RePEc:cbu:jrnlec:y:2023:v:1:p:234-239
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    References listed on IDEAS

    as
    1. Sorin-George I. TOMA & Anca BRATU & Marin BURCEA, 2013. "When Business Strategy Meets Creativity," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 2, pages 148-153, October.
    2. Dragos TOHANEAN & Sorin-George TOMA & Ionel DUMITRU, 2018. "Organizational Performance and Digitalization in Industry 4.0," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 282-288, November.
    3. Professor Paul Marinescu & Sorin-George Toma, 2015. "Strategy and Change," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 21(1), pages 145-150, May.
    4. Sorin George Toma & Andreea Saseanu, 2007. "Globalization, digital economy and e-commerce in the twenty-first century," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 9(21), pages 142-148, February.
    5. Ştefan-Alexandru Catană & Sorin-George Toma & Andreea Barbu, 2021. "The Effects of the COVID-19 Pandemic on Teleworking and Education in a Romanian Higher Education Institution: An Internal Stakeholders Perspective," IJERPH, MDPI, vol. 18(15), pages 1-17, August.
    6. Sorin-George Toma, 2008. "What is Six Sigma ?," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 8(1), pages 152-155, December.
    7. Cosmin-Ionu? Imbriscã & Sorin-George Toma, 2020. "Social Responsibility, a Key Dimension in Developing a Sustainable Higher Education Institution: The Case of Students’ Motivation," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 22(54), pages 447-447, April.
    8. Sorin-George TOMA & Catalin GRADINARU, 2018. "The Marketing Mix In A Luxury Hotel Chain," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 3(2), pages 84-90.
    9. Sanne Ichelle Dubbelink & Carolina Herrando & Efthymios Constantinides, 2021. "Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(18), pages 1-21, September.
    10. Sorin-George Toma & Shinji Naruo, 2009. "Quality Assurance in the Japanese Universities," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 11(26), pages 574-584, June.
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