Social media marketing as a branding strategy in extraordinary times: Lessons from the COVID-19 pandemic
SI Dubbelink, C Herrando, E Constantinides - Sustainability, 2021 - mdpi.com
This review expands our insight into the ways the required adaptation to digital channels
caused by COVID-19 has affected the creation of brand equity through social media …
caused by COVID-19 has affected the creation of brand equity through social media …
Social media marketing gains importance after Covid-19
This exploratory research examines how the COVID-19 pandemic led to increases in
consumers' social media marketing behaviors in the United States (US). Previous research …
consumers' social media marketing behaviors in the United States (US). Previous research …
The influence of social media communication on consumer perceptions of brands and purchase intentions in the pandemic and post-pandemic era: an analytical study
R Agusiady, D Saepudin, Z Aripin - Journal of Jabar Economic Society …, 2024 - jesocin.com
The global pandemic, particularly the COVID-19 pandemic, has resulted in fundamental
changes in consumer behavior, triggering a transformation in their interactions with social …
changes in consumer behavior, triggering a transformation in their interactions with social …
The impact of social media marketing communications on consumer response during the COVID-19: does the brand equity of a university matter?
The main objective of the current study is to investigate the impact of social media marketing
communication on the consumer response to University in UAE during COVID-19. In …
communication on the consumer response to University in UAE during COVID-19. In …
The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic
Purpose This study aims to investigate the impact of the source of the content in social
media communication and the content distribution intensity on consumer-based brand …
media communication and the content distribution intensity on consumer-based brand …
[PDF][PDF] The Role of Social Media Activities to Enhance Brand Equity
The direct impact of the economic downturn due to Covid-19 is mainly perceived by Micro,
Small, and Medium Enterprises (MSMEs). This study aims to examine how MSMEs can …
Small, and Medium Enterprises (MSMEs). This study aims to examine how MSMEs can …
[PDF][PDF] Social media marketing during COVID-19: behaviors of Jordanian users
Social media marketing is an important concept and influences the behavior of individuals
and the change of their habits, based on evidence and marketing campaigns that target …
and the change of their habits, based on evidence and marketing campaigns that target …
The perceptions of SME retailers towards the usage of social media marketing amid COVID-19 crisis
Purpose During the COVID-19 crisis, diversified attitudes and behaviors of structural
equation modeling (SME) retailers were observed in using social media marketing that …
equation modeling (SME) retailers were observed in using social media marketing that …
[PDF][PDF] Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing
E Francisco, N Fardos, A Bhatt… - International Journal of …, 2021 - researchgate.net
The COVID-19 pandemic and the resulting stay-at-home orders have disrupted all aspects
of life globally, most notably our relationship with the internet and social media platforms …
of life globally, most notably our relationship with the internet and social media platforms …
Pictures of a crisis. Destination marketing organizations' Instagram communication before and during a global health crisis
The COVID-19 pandemic enhanced social media communications at a time individuals were
unable to leave their homes due to the lockdown measures. A lack of research has been …
unable to leave their homes due to the lockdown measures. A lack of research has been …