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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Barbu Lucia – Nicoleta & Orzan Mihai Cristian & Ciocodeica David Florin & Orzan Olguta Anca, 2023. "The Impact of the COVID-19 Pandemic on Social Media Promotion Strategies of Companies in Romania - Theoretical Aspects," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 24(5), pages 736-744, December.
    • Handle: RePEc:rom:rmcimn:v:24:y:2023:i:5:p:736-744
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    COVID-19; social media; social media promotion; Romanian companies; digital marketing; promotion strategies.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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