مقاله انگلیسی بازاریابی رسانه های اجتماعی به عنوان استراتژی برندسازی در زمان های فوق العاده
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Abstract
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 marketing. Based on a systematic literature review, we propose a conceptual framework that answers the following research question: How can businesses, amidst and after the COVID-19 pandemic, adapt their social media marketing strategy to create positive brand equity? The conceptual framework describes four components as the basis for a potential social media marketing strategy. First, (1) businesses need to develop a clear perspective on their current social media marketing activities, and (2) evaluate current branding elements. Based on this, (3) the timeline of marketing activities must be postponed or adapted to the needs of consumers. Lastly, (4) businesses must adapt their messaging to show empathy and deliver relevant information. Within this process, governmental parties, financial institutions, influencers, and consumers are identified as stakeholders who influence and assist businesses in optimizing their social media marketing strategy. These findings are relevant for academics and businesses to further understand the long-term effects of COVID-19 on social media marketing. Additionally, they highlight that the roles of online channels and the consumer are expanding in the future.
1. Introduction
The COVID-19 pandemic has created substantial growth for internet-based businesses as an increasing number of consumers are shopping online [1]. In 2020, the global ecommerce market has seen an increase of 27.6%, surpassing over 4.28 trillion US dollars [2]. In the past few years, organizations have been subject to the introduction of digital technologies that transform organizations, interactions with consumers, and the creation of value [3–5]. Online shopping has created the opportunity to compare products more conveniently and consumers can easily choose the products that fit their needs the most [6]. Mostly young consumers have shifted to online spending, affecting the manner in which businesses have to operate as young consumers are more likely to shop through social media [7]. Additionally, 62% base their purchase decisions on the impact that these have on society, e.g., sustainable and green products, in comparison to 53% of middle-aged consumers and 44% of older consumers [7].
Subsequently, as more consumers and businesses are adapting to buying and selling through online channels, the digital marketing sphere is becoming more competitive [8]. When looking at the state of digital marketing amidst the COVID-19 pandemic, a special emphasis should be put on Social Media Marketing (SMM) as it offers a wide range of tools to target customers more effectively. Social media has also become a large influence on online shopping, as research shows that 54% of purchases made by younger consumers are from independent retailers they discovered via social media [7]; this is 43% for middle-aged consumers and 25% for older consumers. This is especially promising as social media has become a primary communication channel for many and the time consumers spent online has drastically increased since the start of the pandemic [1,9]. As SMM is aimed at the creation of interactions with consumers in the digital settings where they already spend time, businesses can enhance their customer experience by analyzing customers and their conversations [10].