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Social media marketing gains importance after Covid-19

Author

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  • Andrew N. Mason
  • John Narcum
  • Kevin Mason

Abstract

This exploratory research examines how the COVID-19 pandemic led to increases in consumers’ social media marketing behaviors in the United States (U.S.). Previous research on the impact of a pandemic has focused on behavior for preventive health, however, little attention has been given to the impact of a pandemic on consumer behaviors. To bridge this gap, the Consumer Decision-Making Model was used as a framework to investigate changes in consumers’ social media behaviors as they preform various consumer decision-making processes. More specifically, a questionnaire was used to collect survey data from 327 U.S. consumers. Analysis of Variance tests were performed to examine mean differences in consumers’ use of social media as a consumer decision-making tool. The findings showed that consumers have increased their utilization of social media as a tool for identifying products, collecting information on products, evaluating products, and making product purchases. Thus, the findings demonstrate the growing importance of social media marketing since the COVID-19 pandemic began. Given that the COVID-19 pandemic is a global phenomenon, the findings likely can be extrapolated across many nations. Suggestions are provided to help businesses adopt to changes in consumers’ social media behaviors as they relate to the consumer decision-making processes.

Suggested Citation

  • Andrew N. Mason & John Narcum & Kevin Mason, 2021. "Social media marketing gains importance after Covid-19," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1870797-187, January.
  • Handle: RePEc:taf:oabmxx:v:8:y:2021:i:1:p:1870797
    DOI: 10.1080/23311975.2020.1870797
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    Cited by:

    1. Xinran Dai & Jing Wang, 2023. "Effect of online video infotainment on audience attention," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-18, December.
    2. Branca Barbosa & José Duarte Santos, 2023. "Bibliometric Study on the Social Shopping Concept," Administrative Sciences, MDPI, vol. 13(10), pages 1-21, September.
    3. Shimelis Zewdie WERKE & Biniam Getnet AGAZU, 2023. "A systematic review of social media marketing during and after Covid-19 pandemic," Access Journal, Access Press Publishing House, vol. 4(3), pages 453-467, July.
    4. Ethan, Amelia, 2023. "The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan," OSF Preprints 4dv2s, Center for Open Science.
    5. Yunpeng YU & Amer Hamzah Jantan & Shao LI, 2024. "Unveiling the Impact of Live Video Marketing on College Students’ Online Grocery Repurchase Behavior: A Performance Technology Approach," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(3), pages 11213-11249, September.
    6. Zhang, Wenyao & Zhang, Wei & Daim, Tugrul U., 2023. "Investigating consumer purchase intention in online social media marketing: A case study of Tiktok," Technology in Society, Elsevier, vol. 74(C).
    7. K.J.M. Surantha Sanjaya, 2024. "Review Study About Marketing Strategies Implemented During Covid -19 Pandemic in Both Global and Sri Lankan Context," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(4), pages 2922-2933, April.

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