IDEAS home Printed from https://ideas.repec.org/h/zbw/entr21/262245.html
   My bibliography  Save this book chapter

How Retailers Support Consumers during the Pandemic: Kaufland Case Study

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021

Author

Listed:
  • Moraru, Mădălina

Abstract

Brands' perspectives on consumption and consumers have strongly changed during the pandemic because, lately, they have focused on medical care and innovation. The context of advertising campaigns requires a different approach with specific communication characteristics: safety, medical care, protection, family assistance. The present study focuses on the advertising discourse delivered by retailers on the market to answer consumers' needs. There are two types of perspectives to be considered here: encouraging consumption to survive and looking for solutions and psychological support to get over de-socialisation and fears. Retailers turn from simple suppliers into innovative volunteers who concern themselves with how to diminish fears and insecurity. As a research method, I conducted a multimodal discourse analysis focused on the online advertisements running on Facebook and Instagram to unfold communication strategies, linguistic tools, brand values, and techniques of adaptation to the pandemic. The period considered relevant for this study was during the Romanian lockdown, between March 16 and May 16, 2020, plus another month afterward to observe the consequences of brands' attitudes towards consumers.

Suggested Citation

  • Moraru, Mădălina, 2021. "How Retailers Support Consumers during the Pandemic: Kaufland Case Study," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2021), Hybrid Conference, Zagreb, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021, pages 178-189, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr21:262245
    DOI: 10.54820/ZTII7228
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/262245/1/17-ENT-2021.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.54820/ZTII7228?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Spence, Michael, 1974. "Competitive and optimal responses to signals: An analysis of efficiency and distribution," Journal of Economic Theory, Elsevier, vol. 7(3), pages 296-332, March.
    2. Laato, Samuli & Islam, A.K.M. Najmul & Farooq, Ali & Dhir, Amandeep, 2020. "Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Innes, Robert, 1987. "Adverse Selection And Tax Externalities In A Model Of Entrepreneurial Investment," Working Papers 225812, University of California, Davis, Department of Agricultural and Resource Economics.
    2. Ali Zackery & Joseph Amankwah-Amoah & Zahra Heidari Darani & Shiva Ghasemi, 2022. "COVID-19 Research in Business and Management: A Review and Future Research Agenda," Sustainability, MDPI, vol. 14(16), pages 1-32, August.
    3. Karolina Perèiæ & Milica Slijepèeviæ & Pedja Ašanin Gole, 2023. "Factors influencing the purchase of fashion products before and during the COVID-19 pandemic: the example of Serbia," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 41(1), pages 65-89.
    4. Ahrens, Jan-Philipp & Landmann, Andreas & Woywode, Michael, 2015. "Gender preferences in the CEO successions of family firms: Family characteristics and human capital of the successor," Journal of Family Business Strategy, Elsevier, vol. 6(2), pages 86-103.
    5. Zahra Fozouni Ardekani & Seyed Mohammad Javad Sobhani & Marcelo Werneck Barbosa & Ehsan Amiri-Ardekani & Samaneh Dehghani & Najmeh Sasani & Hans De Steur, 2024. "Determinants of household food waste behavior during the COVID-19 pandemic in Iran: an integrated model," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(10), pages 26205-26235, October.
    6. George A Shinkle & Jo-Ann Suchard, 2019. "Innovation in newly public firms: The influence of government grants, venture capital, and private equity," Australian Journal of Management, Australian School of Business, vol. 44(2), pages 248-281, May.
    7. Farooq, Ali & Laato, Samuli & Islam, A.K.M. Najmul & Isoaho, Jouni, 2021. "Understanding the impact of information sources on COVID-19 related preventive measures in Finland," Technology in Society, Elsevier, vol. 65(C).
    8. du Jardin, Philippe & Séverin, Eric, 2011. "Dividend policy," MPRA Paper 44382, University Library of Munich, Germany.
    9. Vatankhah, Sanaz & Javid, Elyeh & Raoofi, Ali, 2017. "Perceived organizational support as the mediator of the relationships between high-performance work practices and counter-productive work behavior: Evidence from airline industry," Journal of Air Transport Management, Elsevier, vol. 59(C), pages 107-115.
    10. Peluso, Alessandro M. & Pichierri, Marco & Pino, Giovanni, 2021. "Age-related effects on environmentally sustainable purchases at the time of COVID-19: Evidence from Italy," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    11. Shunying Zhao & Qiang Yang & Hohjin Im & Baojuan Ye & Yadi Zeng & Zhinan Chen & Lu Liu & Dawu Huang, 2022. "The impulsive online shopper: effects of COVID-19 burnout, uncertainty, self-control, and online shopping trust," Future Business Journal, Springer, vol. 8(1), pages 1-15, December.
    12. Yang Yang & Xuezheng Chen & Jing Gu & Hamido Fujita, 2019. "Alleviating Financing Constraints of SMEs through Supply Chain," Sustainability, MDPI, vol. 11(3), pages 1-19, January.
    13. Daniel McFadden & Carlos Noton & Pau Olivella, "undated". "Remedies for Sick Insurance," Working Papers 620, Barcelona School of Economics.
    14. Shoukat Ali & Ramiz ur Rehman & Wang Yuan & Muhammad Ishfaq Ahmad & Rizwan Ali, 2022. "Does foreign institutional ownership mediate the nexus between board diversity and the risk of financial distress? A case of an emerging economy of China," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 12(3), pages 553-581, September.
    15. Talwar, Manish & Talwar, Shalini & Kaur, Puneet & Tripathy, Naliniprava & Dhir, Amandeep, 2021. "Has financial attitude impacted the trading activity of retail investors during the COVID-19 pandemic?," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    16. Hsu, Sheila Hsuan-Yu & Tsou, Hung-Tai & Chen, Ja-Shen, 2021. "“Yes, we do. Why not use augmented reality?†customer responses to experiential presentations of AR-based applications," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    17. Louis Jaeck, 2006. "Consumer Behaviour and Environmental Preservation: The Contribution of Informational Cascades Theory," CAE Working Papers 43, Aix-Marseille Université, CERGAM, revised Dec 2006.
    18. Yuji Tamura, 2013. "Migrant smuggling when exploitation is private information," Canadian Journal of Economics/Revue canadienne d'économique, John Wiley & Sons, vol. 46(4), pages 1463-1479, November.
    19. Wayne Y. Lee & Anjan V. Thakor, 2004. "Regulatory Pricing and Capital Investment under Asymmetric Information about Cost," Finance 0411022, University Library of Munich, Germany.
    20. Junzhou Zhang & Lei Huang, 2018. "Loss or gain? The impact of Chinese local celebrity endorser scandal on the global market value of the endorsed brands," Journal of Marketing Analytics, Palgrave Macmillan, vol. 6(1), pages 27-39, March.

    More about this item

    Keywords

    retailers; the pandemic; consumers; communication; advertising;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:entr21:262245. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://www.entrenova.org/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.